{"id":76520,"date":"2026-09-17T21:16:03","date_gmt":"2026-09-17T21:16:03","guid":{"rendered":"https:\/\/www.thestorefront.com\/mag\/?p=76520"},"modified":"2026-09-17T23:28:29","modified_gmt":"2026-09-17T23:28:29","slug":"fitzrovia-london-guide-showroom-gallery-and-event-space","status":"publish","type":"post","link":"https:\/\/www.thestorefront.com\/mag\/fitzrovia-london-guide-showroom-gallery-and-event-space\/","title":{"rendered":"Fitzrovia Guide: Showroom, Gallery and Event Space"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_73 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thestorefront.com\/mag\/fitzrovia-london-guide-showroom-gallery-and-event-space\/#The_thing_to_understand_before_anything_else\" title=\"The thing to understand before anything else\">The thing to understand before anything else<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thestorefront.com\/mag\/fitzrovia-london-guide-showroom-gallery-and-event-space\/#Who_actually_books_space_here_and_why_it_is_usually_not_a_shop\" title=\"Who actually books space here, and why it is usually not a shop\">Who actually books space here, and why it is usually not a shop<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.thestorefront.com\/mag\/fitzrovia-london-guide-showroom-gallery-and-event-space\/#Popping_up_in_Fitzrovia\" title=\"Popping up in Fitzrovia?\">Popping up in Fitzrovia?<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.thestorefront.com\/mag\/fitzrovia-london-guide-showroom-gallery-and-event-space\/#The_streets_and_they_are_genuinely_different_from_one_another\" title=\"The streets, and they are genuinely different from one another\">The streets, and they are genuinely different from one another<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.thestorefront.com\/mag\/fitzrovia-london-guide-showroom-gallery-and-event-space\/#Newman_Street_and_Eastcastle_Street\" title=\"Newman Street and Eastcastle Street\">Newman Street and Eastcastle Street<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.thestorefront.com\/mag\/fitzrovia-london-guide-showroom-gallery-and-event-space\/#Charlotte_Street_and_Rathbone_Place\" title=\"Charlotte Street and Rathbone Place\">Charlotte Street and Rathbone Place<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.thestorefront.com\/mag\/fitzrovia-london-guide-showroom-gallery-and-event-space\/#Goodge_Street\" title=\"Goodge Street\">Goodge Street<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.thestorefront.com\/mag\/fitzrovia-london-guide-showroom-gallery-and-event-space\/#Tottenham_Court_Road\" title=\"Tottenham Court Road\">Tottenham Court Road<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.thestorefront.com\/mag\/fitzrovia-london-guide-showroom-gallery-and-event-space\/#Fitzroy_Square_and_Great_Portland_Street\" title=\"Fitzroy Square and Great Portland Street\">Fitzroy Square and Great Portland Street<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.thestorefront.com\/mag\/fitzrovia-london-guide-showroom-gallery-and-event-space\/#Getting_there_and_the_number_that_matters\" title=\"Getting there, and the number that matters\">Getting there, and the number that matters<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.thestorefront.com\/mag\/fitzrovia-london-guide-showroom-gallery-and-event-space\/#The_building_stock_and_what_you_can_and_cannot_change\" title=\"The building stock, and what you can and cannot change\">The building stock, and what you can and cannot change<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.thestorefront.com\/mag\/fitzrovia-london-guide-showroom-gallery-and-event-space\/#The_calendar\" title=\"The calendar\">The calendar<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.thestorefront.com\/mag\/fitzrovia-london-guide-showroom-gallery-and-event-space\/#Frieze_week\" title=\"Frieze week\">Frieze week<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.thestorefront.com\/mag\/fitzrovia-london-guide-showroom-gallery-and-event-space\/#The_fashion_weeks\" title=\"The fashion weeks\">The fashion weeks<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/www.thestorefront.com\/mag\/fitzrovia-london-guide-showroom-gallery-and-event-space\/#August_and_the_weekday_problem_at_its_worst\" title=\"August, and the weekday problem at its worst\">August, and the weekday problem at its worst<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/www.thestorefront.com\/mag\/fitzrovia-london-guide-showroom-gallery-and-event-space\/#Need_a_showroom\" title=\"Need a showroom?\">Need a showroom?<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/www.thestorefront.com\/mag\/fitzrovia-london-guide-showroom-gallery-and-event-space\/#The_rules_which_are_London_rules_rather_than_Fitzrovia_ones\" title=\"The rules, which are London rules rather than Fitzrovia ones\">The rules, which are London rules rather than Fitzrovia ones<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/www.thestorefront.com\/mag\/fitzrovia-london-guide-showroom-gallery-and-event-space\/#How_Fitzrovia_compares_with_what_surrounds_it\" title=\"How Fitzrovia compares with what surrounds it\">How Fitzrovia compares with what surrounds it<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/www.thestorefront.com\/mag\/fitzrovia-london-guide-showroom-gallery-and-event-space\/#Common_questions\" title=\"Common questions\">Common questions<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/www.thestorefront.com\/mag\/fitzrovia-london-guide-showroom-gallery-and-event-space\/#Is_Fitzrovia_good_for_a_pop-up_shop\" title=\"Is Fitzrovia good for a pop-up shop?\">Is Fitzrovia good for a pop-up shop?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/www.thestorefront.com\/mag\/fitzrovia-london-guide-showroom-gallery-and-event-space\/#Why_would_I_take_a_first-floor_space_here\" title=\"Why would I take a first-floor space here?\">Why would I take a first-floor space here?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/www.thestorefront.com\/mag\/fitzrovia-london-guide-showroom-gallery-and-event-space\/#Where_are_the_galleries\" title=\"Where are the galleries?\">Where are the galleries?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/www.thestorefront.com\/mag\/fitzrovia-london-guide-showroom-gallery-and-event-space\/#Can_I_change_the_shopfront\" title=\"Can I change the shopfront?\">Can I change the shopfront?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/www.thestorefront.com\/mag\/fitzrovia-london-guide-showroom-gallery-and-event-space\/#When_is_Fitzrovia_busiest\" title=\"When is Fitzrovia busiest?\">When is Fitzrovia busiest?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/www.thestorefront.com\/mag\/fitzrovia-london-guide-showroom-gallery-and-event-space\/#Which_street_should_I_be_looking_at\" title=\"Which street should I be looking at?\">Which street should I be looking at?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-26\" href=\"https:\/\/www.thestorefront.com\/mag\/fitzrovia-london-guide-showroom-gallery-and-event-space\/#Where_to_look_next\" title=\"Where to look next\">Where to look next<\/a><\/li><\/ul><\/nav><\/div>\n<div id=\"bsf_rt_marker\"><\/div>\n<p>Fitzrovia is the district most often walked through and least often chosen. It sits between the West End and Bloomsbury, one block north of <a href=\"https:\/\/www.thestorefront.com\/mag\/oxford-street-london-guide-pop-up-and-retail-space\/\">Oxford Street<\/a>, and it behaves nothing like the street below it. Where Oxford Street runs on volume and visitors, Fitzrovia runs on the media, advertising and production offices that fill it Monday to Friday.<\/p>\n\n\n\n<p>That makes it a specific kind of proposition rather than a general one, and it is the reason brands either take it deliberately or overlook it entirely. Browse <a href=\"https:\/\/www.thestorefront.com\/search\/london\/fitzrovia\" class=\"ek-link\">commercial space to rent in Fitzrovia<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_thing_to_understand_before_anything_else\"><\/span>The thing to understand before anything else<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong>Fitzrovia is one of the most sharply weekday districts in central London.<\/strong> The offices fill it in the week and empty it at the weekend, so a Saturday here is quiet in a way a Saturday two streets south in Soho never is.<\/p>\n\n\n\n<p>This is the single most important fact for anyone pricing a short let. A space taken on the assumption of central London footfall, and priced accordingly, is buying five days rather than seven. Get that right and the district works in your favour, because you are paying central London rates for an audience that is concentrated, professional and reachable. Get it wrong and you have bought two dead days in the most expensive postcode you could have chosen for them.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1482\" height=\"946\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/05\/Screen-Shot-2019-05-28-at-14.18.15.png\" alt=\"Upper-floor gallery room in Fitzrovia with paintings hung on white walls, track lighting, tall sash windows with period cornicing and a pale wood floor.\" class=\"wp-image-18461\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/05\/Screen-Shot-2019-05-28-at-14.18.15.png 1482w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/05\/Screen-Shot-2019-05-28-at-14.18.15-300x191.png 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/05\/Screen-Shot-2019-05-28-at-14.18.15-768x490.png 768w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/05\/Screen-Shot-2019-05-28-at-14.18.15-1024x654.png 1024w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/05\/Screen-Shot-2019-05-28-at-14.18.15-810x517.png 810w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/05\/Screen-Shot-2019-05-28-at-14.18.15-1140x728.png 1140w\" sizes=\"(max-width: 1482px) 100vw, 1482px\" \/><figcaption class=\"wp-element-caption\">An upper-floor room hung as a gallery. In Fitzrovia the first floor works, because the customer is invited rather than passing.<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Who_actually_books_space_here_and_why_it_is_usually_not_a_shop\"><\/span>Who actually books space here, and why it is usually not a shop<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>A large share of Fitzrovia&#8217;s short-term space use is business-facing rather than consumer-facing: press days, showroom appointments, castings and launches. Much of it happens on upper floors rather than at street level.<\/p>\n\n\n\n<p><strong>That has a practical consequence worth spelling out.<\/strong> Because the customer is invited rather than passing, a first-floor space is viable in Fitzrovia when the same space would be unlettable in a footfall district. If your model is an appointment, a guest list or a booked slot, you can ignore the ground-floor premium that governs most of central London and spend the difference on the space itself.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><thead><tr><th>What<\/th><th>Why Fitzrovia suits it<\/th><th>Browse<\/th><\/tr><\/thead><tbody><tr><td>Showrooms and press days<\/td><td>Appointment-led selling is the norm, and the media and production offices are the audience.<\/td><td><a href=\"https:\/\/www.thestorefront.com\/search\/london\/fitzrovia\/showroom\">showroom space in Fitzrovia<\/a><\/td><\/tr><tr><td>Galleries and exhibitions<\/td><td>An established gallery cluster, and the Frieze satellite programme reaches here each autumn.<\/td><td><a href=\"https:\/\/www.thestorefront.com\/search\/london\/fitzrovia\/art\">gallery space in Fitzrovia<\/a><\/td><\/tr><tr><td>Launches and private events<\/td><td>A professional weekday audience already in the building next door.<\/td><td><a href=\"https:\/\/www.thestorefront.com\/search\/london\/fitzrovia\/event\">event space in Fitzrovia<\/a><\/td><\/tr><tr><td>Shoots and castings<\/td><td>Georgian and Victorian interiors, good upper-floor light, and a short walk from the West End.<\/td><td><a href=\"https:\/\/www.thestorefront.com\/search\/london\/fitzrovia\/photo-shooting\">shoot space in Fitzrovia<\/a><\/td><\/tr><tr><td>Retail and pop-up<\/td><td>Small frontages on Goodge Street and Charlotte Street, serving the weekday crowd.<\/td><td><a href=\"https:\/\/www.thestorefront.com\/search\/london\/fitzrovia\/retail\">retail and pop-up space in Fitzrovia<\/a><\/td><\/tr><tr><td>Meetings and project space<\/td><td>A dense professional district where people expect to walk to a meeting.<\/td><td><a href=\"https:\/\/www.thestorefront.com\/search\/london\/fitzrovia\/meeting\">meeting space<\/a> and <a href=\"https:\/\/www.thestorefront.com\/search\/london\/fitzrovia\/office\">offices<\/a><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<div class=\"s2p-cta\" style=\"border:1px solid #DDDDDD;border-radius:14px;padding:22px 24px;margin:32px 0;font-family:inherit;background:#FFFFFF\">\n<p style=\"margin:0 0 8px;font-size:11px;letter-spacing:.14em;text-transform:uppercase;font-weight:700;color:#4A494B\">For brands<\/p>\n<h4 style=\"margin:0 0 6px;font-size:19px;line-height:1.3;color:#1A1A1A\"><span class=\"ez-toc-section\" id=\"Popping_up_in_Fitzrovia\"><\/span>Popping up in Fitzrovia?<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p style=\"margin:0 0 16px;font-size:14.5px;color:#4A494B;line-height:1.5\">Explore short-term spaces in Fitzrovia with Storefront.<\/p>\n<a href=\"\/search\/london\/fitzrovia\/retail\" style=\"display:inline-block;background:#5DD297;color:#1A1A1A;font-weight:700;font-size:15px;padding:12px 22px;border-radius:9px;text-decoration:none\">Explore Fitzrovia spaces<\/a>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_streets_and_they_are_genuinely_different_from_one_another\"><\/span>The streets, and they are genuinely different from one another<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Fitzrovia is small enough to cross on foot in fifteen minutes and varied enough that the street decides the customer.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Newman_Street_and_Eastcastle_Street\"><\/span>Newman Street and Eastcastle Street<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The gallery and showroom cluster, in converted upper floors as often as at street level. If you are looking for the appointment-led end of the district, this is where it concentrates.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Charlotte_Street_and_Rathbone_Place\"><\/span>Charlotte Street and Rathbone Place<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The restaurant and media core. Small frontages, and a weekday customer drawn straight from the advertising and production offices above them. The most sociable part of the district and the one that trades latest in the evening.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Goodge_Street\"><\/span>Goodge Street<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Fitzrovia&#8217;s own high street. A short run of independent food and convenience retail serving the offices and flats around it. Local rather than destination, and priced accordingly.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Tottenham_Court_Road\"><\/span>Tottenham Court Road<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The eastern edge, traditionally the furniture and electronics street of London. Its southern end has been rebuilt around the station and now carries larger-format retail, so it is the one stretch of Fitzrovia that behaves like a main road rather than a side street.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Fitzroy_Square_and_Great_Portland_Street\"><\/span>Fitzroy Square and Great Portland Street<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The northern edge, quieter and more institutional, with medical and academic occupiers. Useful if you want the address without the noise, less useful if you want anyone to walk past.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Getting_there_and_the_number_that_matters\"><\/span>Getting there, and the number that matters<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The busiest station serving the area is <strong>Tottenham Court Road, one of the five busiest stations in London<\/strong> by annual entries and exits. That is a useful proxy for the through-traffic a ground-floor unit on the eastern side can expect, and it is the reason the district&#8217;s edge trades differently from its middle.<\/p>\n\n\n\n<p>Beyond that, Fitzrovia is served by Goodge Street, Warren Street, Great Portland Street, Euston Square, Oxford Circus and Regent&#8217;s Park, which is an unusual amount of choice for a district this size. For anything with a guest list, that is worth saying plainly in your invitation.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1438\" height=\"960\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/07\/Kt62BAqyQfS7nH8UDGB7_13-14MargaretSt.29.04.19.AlexNS-19.jpg\" alt=\"Large open white event floor on Margaret Street in Fitzrovia, with exposed ductwork, a black steel staircase and a wide oak floor.\" class=\"wp-image-26273\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/07\/Kt62BAqyQfS7nH8UDGB7_13-14MargaretSt.29.04.19.AlexNS-19.jpg 1438w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/07\/Kt62BAqyQfS7nH8UDGB7_13-14MargaretSt.29.04.19.AlexNS-19-300x200.jpg 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/07\/Kt62BAqyQfS7nH8UDGB7_13-14MargaretSt.29.04.19.AlexNS-19-1024x684.jpg 1024w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/07\/Kt62BAqyQfS7nH8UDGB7_13-14MargaretSt.29.04.19.AlexNS-19-768x513.jpg 768w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/07\/Kt62BAqyQfS7nH8UDGB7_13-14MargaretSt.29.04.19.AlexNS-19-810x541.jpg 810w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/07\/Kt62BAqyQfS7nH8UDGB7_13-14MargaretSt.29.04.19.AlexNS-19-1140x761.jpg 1140w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2020\/07\/Kt62BAqyQfS7nH8UDGB7_13-14MargaretSt.29.04.19.AlexNS-19-272x182.jpg 272w\" sizes=\"(max-width: 1438px) 100vw, 1438px\" \/><figcaption class=\"wp-element-caption\">Margaret Street. Behind the narrow terraced frontages there are floors wide enough for a press day or a launch.<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_building_stock_and_what_you_can_and_cannot_change\"><\/span>The building stock, and what you can and cannot change<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The stock is Georgian and Victorian terrace on a tight street grid, so units are narrow-fronted and vertical rather than wide and shallow. Much of the district sits inside conservation areas.<\/p>\n\n\n\n<p><strong>Signage and shopfront changes are closely controlled<\/strong>, and consent can take weeks rather than days. A short occupier will normally be working with the frontage as found, so plan the window rather than the fascia, and budget your visual impact for the inside of the space rather than the outside of it.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_calendar\"><\/span>The calendar<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Frieze_week\"><\/span>Frieze week<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Frieze London and Frieze Masters run in Regent&#8217;s Park each October, drawing international collectors, galleries and press for the week. The satellite programme around them fills gallery and pop-up space across Mayfair, Fitzrovia and the East End, and it is the strongest week of the year for art-adjacent temporary space in the city. Fitzrovia&#8217;s position, walking distance from the park and from Mayfair, is the reason it absorbs so much of that overflow.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_fashion_weeks\"><\/span>The fashion weeks<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>February and September are the other peaks for short-term space across London, and Fitzrovia takes the showroom and press-day end of that demand rather than the runway end.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"August_and_the_weekday_problem_at_its_worst\"><\/span>August, and the weekday problem at its worst<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>August is the quietest month for a district that runs on office workers, because the offices empty. If your project depends on the weekday audience, it is the one month to avoid.<\/p>\n\n\n\n<div class=\"s2p-cta\" style=\"border:1px solid #DDDDDD;border-radius:14px;padding:22px 24px;margin:32px 0;font-family:inherit;background:#FFFFFF\">\n<p style=\"margin:0 0 8px;font-size:11px;letter-spacing:.14em;text-transform:uppercase;font-weight:700;color:#4A494B\">For brands<\/p>\n<h4 style=\"margin:0 0 6px;font-size:19px;line-height:1.3;color:#1A1A1A\"><span class=\"ez-toc-section\" id=\"Need_a_showroom\"><\/span>Need a showroom?<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p style=\"margin:0 0 16px;font-size:14.5px;color:#4A494B;line-height:1.5\">Book yours with Storefront.<\/p>\n<a href=\"\/project\/showroom-space-for-rent\" style=\"display:inline-block;background:#5DD297;color:#1A1A1A;font-weight:700;font-size:15px;padding:12px 22px;border-radius:9px;text-decoration:none\">See showrooms<\/a>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_rules_which_are_London_rules_rather_than_Fitzrovia_ones\"><\/span>The rules, which are London rules rather than Fitzrovia ones<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Use Class E covers most of what you will want to do.<\/strong> Since the use classes were reformed in England, shops, offices, cafes and gyms sit in a single category, so moving between those uses inside a unit generally does not need planning permission.<\/li>\n\n\n\n<li><strong>Sunday trading is set by shop size, not by district.<\/strong> A shop up to and including 280 square metres can open any day or hour. Anything larger is restricted on a Sunday. Most Fitzrovia units sit well under that threshold.<\/li>\n\n\n\n<li><strong>Conservation area consent governs the outside.<\/strong> Signage, shopfront alteration and sometimes paint colour are controlled, and it is slower than people expect.<\/li>\n\n\n\n<li><strong>The Congestion Charge and ULEZ shape your fit-out.<\/strong> The Congestion Charge runs 07:00 to 18:00 Monday to Friday and 12:00 to 18:00 at weekends and bank holidays, and the Ultra Low Emission Zone runs around the clock across every borough. Book deliveries and vehicles with both in mind.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_Fitzrovia_compares_with_what_surrounds_it\"><\/span>How Fitzrovia compares with what surrounds it<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong><a href=\"https:\/\/www.thestorefront.com\/search\/london\/soho\">Soho<\/a>.<\/strong> Immediately south and the opposite trading pattern: busy at the weekend, busy in the evening, and priced for it.<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/www.thestorefront.com\/search\/london\/marylebone\">Marylebone<\/a>.<\/strong> West across Great Portland Street. Calmer, more residential at its edges, and stronger for premium lifestyle brands.<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/www.thestorefront.com\/search\/london\/mayfair\">Mayfair<\/a>.<\/strong> Further south west, the luxury address, and a different budget entirely. Our <a href=\"https:\/\/www.thestorefront.com\/mag\/neighborhood-guide-mayfair-in-the-heart-of-chic-london\/\">Mayfair guide<\/a> covers it.<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/www.thestorefront.com\/search\/london\/west-end\">The West End<\/a>.<\/strong> The Oxford Street and Regent Street corridor one block south. Volume and visitors rather than a professional weekday crowd.<\/li>\n<\/ul>\n\n\n\n<p>Our <a href=\"https:\/\/www.thestorefront.com\/mag\/pop-up-shop-london-guide\/\">London pop-up shop guide<\/a> covers the city end to end, the <a href=\"https:\/\/www.thestorefront.com\/mag\/pop-up-shop-london-best-neighbourhoods-ranking\/\">neighbourhood ranking<\/a> sets Fitzrovia against the other thirteen districts, and the <a href=\"https:\/\/www.thestorefront.com\/mag\/pop-up-shop-london-best-streets\/\">best streets guide<\/a> goes street by street across London.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Common_questions\"><\/span>Common questions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Is_Fitzrovia_good_for_a_pop-up_shop\"><\/span>Is Fitzrovia good for a pop-up shop?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>For a weekday, business-facing audience, yes. For weekend footfall, no. It is one of the sharpest weekday districts in central London, so a project that needs Saturday trade is better placed in Soho or Covent Garden a few streets south.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_would_I_take_a_first-floor_space_here\"><\/span>Why would I take a first-floor space here?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Because a large share of what happens in Fitzrovia is appointment-led: press days, showroom appointments and castings, where the customer is invited rather than passing. That makes an upper floor viable at a lower cost than an equivalent ground-floor unit, which is rarely true elsewhere in central London.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Where_are_the_galleries\"><\/span>Where are the galleries?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Newman Street and Eastcastle Street hold the gallery and showroom cluster, often in converted upper floors. The district also picks up a large share of the Frieze satellite programme each October.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Can_I_change_the_shopfront\"><\/span>Can I change the shopfront?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Usually not, and certainly not quickly. Much of Fitzrovia sits in conservation areas where signage and shopfront alterations are controlled and consent takes weeks. Plan for the frontage as found.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"When_is_Fitzrovia_busiest\"><\/span>When is Fitzrovia busiest?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Weekday daytimes year-round, Frieze week in October, and the fashion weeks in February and September. August is the quietest month, because the offices that make the district work are empty.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Which_street_should_I_be_looking_at\"><\/span>Which street should I be looking at?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Newman Street or Eastcastle Street for galleries and showrooms, Charlotte Street or Rathbone Place for anything sociable, Goodge Street for everyday retail, and Tottenham Court Road if you specifically want main-road traffic.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Where_to_look_next\"><\/span>Where to look next<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Browse <a href=\"https:\/\/www.thestorefront.com\/search\/london\/fitzrovia\/showroom\">showrooms in Fitzrovia<\/a>, <a href=\"https:\/\/www.thestorefront.com\/search\/london\/fitzrovia\/art\">gallery space<\/a>, <a href=\"https:\/\/www.thestorefront.com\/search\/london\/fitzrovia\/event\">event space<\/a>, <a href=\"https:\/\/www.thestorefront.com\/search\/london\/fitzrovia\/retail\">retail and pop-up space<\/a>, <a href=\"https:\/\/www.thestorefront.com\/search\/london\/fitzrovia\/photo-shooting\">shoot space<\/a>, <a href=\"https:\/\/www.thestorefront.com\/search\/london\/fitzrovia\/food\">food and drink space<\/a> or <a href=\"https:\/\/www.thestorefront.com\/search\/london\/fitzrovia\">everything in Fitzrovia<\/a>.<\/p>\n\n\n\n<p>Nearby: <a href=\"https:\/\/www.thestorefront.com\/search\/london\/soho\">Soho<\/a>, <a href=\"https:\/\/www.thestorefront.com\/search\/london\/marylebone\">Marylebone<\/a>, <a href=\"https:\/\/www.thestorefront.com\/search\/london\/west-end\">the West End<\/a> and <a href=\"https:\/\/www.thestorefront.com\/search\/london\/mayfair\">Mayfair<\/a>. For the wider city, see our <a href=\"https:\/\/www.thestorefront.com\/mag\/pop-up-shop-london-guide\/\">London guide<\/a>, the <a href=\"https:\/\/www.thestorefront.com\/mag\/pop-up-shop-london-best-neighbourhoods-ranking\/\">neighbourhood ranking<\/a> and the <a href=\"https:\/\/www.thestorefront.com\/mag\/shoreditch-neighborhood-guide-londons-hipster-hangout\/\">Shoreditch guide<\/a>.<\/p>\n\n\n\n<div class=\"s2p-author\" style=\"display:flex;gap:16px;align-items:flex-start;border-top:1px solid #DDDDDD;margin:36px 0 0;padding:22px 0 0;font-family:inherit\"><img decoding=\"async\" src=\"https:\/\/secure.gravatar.com\/avatar\/81a334e8fd6a5f1a536f76a4b7ac02be?s=240&amp;d=mm&amp;r=g\" alt=\"Nicholas Roberts-Moore\" width=\"64\" height=\"64\" style=\"width:64px;height:64px;border-radius:50%;flex:0 0 64px\"\/><div><p style=\"margin:0 0 4px;font-size:11px;letter-spacing:.12em;text-transform:uppercase;font-weight:700;color:#4A494B\">Written by<\/p><div style=\"margin:0 0 6px;font-size:17px;color:#1A1A1A;font-weight:700\"><a href=\"https:\/\/www.thestorefront.com\/mag\/author\/nmoore\/\" rel=\"author\" style=\"color:#1A1A1A;text-decoration:none\">Nicholas Roberts-Moore<\/a><\/div><p style=\"margin:0 0 8px;font-size:14px;color:#4A494B;line-height:1.55\">Nicholas Roberts-Moore is Chief Marketing Officer at Storefront, based in London. He specialises in AI-powered marketing and the UK retail and real estate markets, helping brands turn short-term retail into measurable growth. A former journalist, he writes on pop-up strategy, retail trends and the future of physical retail.<\/p><a href=\"https:\/\/www.thestorefront.com\/mag\/author\/nmoore\/\" style=\"font-size:13px;color:#1A1A1A;font-weight:700;text-decoration:none\">More from Nicholas Roberts-Moore &rarr;<\/a><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Fitzrovia is a weekday district where upper floors work. A guide to Newman Street, Charlotte Street, Goodge Street, Frieze week and the conservation rules.<\/p>\n","protected":false},"author":67,"featured_media":18461,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"qubely_global_settings":"","qubely_interactions":"","content-type":"","inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[324],"tags":[],"class_list":["post-76520","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-neighborhood-guides"],"qubely_featured_image_url":{"full":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/05\/Screen-Shot-2019-05-28-at-14.18.15.png",1482,946,false],"landscape":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/05\/Screen-Shot-2019-05-28-at-14.18.15.png",1175,750,false],"portraits":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/05\/Screen-Shot-2019-05-28-at-14.18.15.png",501,320,false],"thumbnail":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/05\/Screen-Shot-2019-05-28-at-14.18.15-150x150.png",150,150,true],"medium":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/05\/Screen-Shot-2019-05-28-at-14.18.15-300x191.png",300,191,true],"medium_large":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/05\/Screen-Shot-2019-05-28-at-14.18.15-768x490.png",768,490,true],"large":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/05\/Screen-Shot-2019-05-28-at-14.18.15-1024x654.png",1024,654,true],"1536x1536":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/05\/Screen-Shot-2019-05-28-at-14.18.15.png",1482,946,false],"2048x2048":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/05\/Screen-Shot-2019-05-28-at-14.18.15.png",1482,946,false],"qubely_landscape":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/05\/Screen-Shot-2019-05-28-at-14.18.15.png",1175,750,false],"qubely_portrait":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/05\/Screen-Shot-2019-05-28-at-14.18.15.png",501,320,false],"qubely_thumbnail":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/05\/Screen-Shot-2019-05-28-at-14.18.15.png",140,89,false],"yarpp-thumbnail":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/05\/Screen-Shot-2019-05-28-at-14.18.15.png",120,77,false]},"qubely_author":{"display_name":"Nicholas Roberts-Moore","author_link":"https:\/\/www.thestorefront.com\/mag\/author\/nmoore\/"},"qubely_comment":0,"qubely_category":"<a href=\"https:\/\/www.thestorefront.com\/mag\/category\/neighborhood-guides\/\" rel=\"category tag\">Neighborhood Guides<\/a>","qubely_excerpt":"Fitzrovia is a weekday district where upper floors work. A guide to Newman Street, Charlotte Street, Goodge Street, Frieze week and the conservation rules.","_links":{"self":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/76520","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/users\/67"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/comments?post=76520"}],"version-history":[{"count":0,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/76520\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media\/18461"}],"wp:attachment":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media?parent=76520"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/categories?post=76520"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/tags?post=76520"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}