Fitzrovia, a charming neighborhood tucked between Marylebone and Bloomsbury, offers a perfect blend of historic charm and contemporary cool in central London. This vibrant district boasts an impressive array of boutique hotels, cutting-edge restaurants, and secret spots that make it a must-visit destination for travelers seeking an authentic London experience away from the typical tourist trails.
Key Takeaways
- Fitzrovia features some of London’s most stylish boutique accommodations, including The Charlotte Street Hotel and The London EDITION
- The area is a culinary hotspot with diverse dining options ranging from Michelin-starred restaurants to hidden cafés
- Despite its central location, Fitzrovia maintains a village-like atmosphere with quiet streets and independent businesses
- The neighborhood is home to unique cultural attractions including art galleries, historic pubs, and architectural gems
- Fitzrovia offers excellent transport connections while still feeling removed from London’s tourist crowds
Where Is Fitzrovia and Why Should You Visit?
Fitzrovia sits in a prime central London location, bordered by Oxford Street to the south, Great Portland Street to the west, Euston Road to the north, and Tottenham Court Road to the east. This neighborhood earned its name from the Fitzroy Tavern, a historic pub that attracted literary figures and artists throughout the 20th century.
What makes Fitzrovia special is its ability to maintain an authentic, local feel despite being minutes from London’s busiest areas. The district combines Georgian architecture, tree-lined streets, and a creative energy that’s attracted media companies, design studios, and fashion houses. Unlike nearby London tourist hotspots, Fitzrovia offers a more relaxed pace and genuine local experience.
The area has transformed in recent years, evolving from a somewhat overlooked zone to one of London’s most fashionable neighborhoods. Its mix of historic character and contemporary style creates a unique atmosphere that appeals to visitors looking for an alternative to London’s more obvious destinations.
Fitzrovia’s Most Stylish Places to Stay
Fitzrovia has developed a reputation for exceptional boutique accommodations that combine character and luxury. These hotels showcase the neighborhood’s distinctive personality through thoughtful design and personalized service.
The Charlotte Street Hotel stands out with its colorful Kit Kemp interiors, featuring a striking combination of contemporary art and traditional English style. Each room offers unique design elements, and the hotel’s screening room and buzzing restaurant make it a favorite among creative professionals.
For those seeking sleek modern luxury, The London EDITION merges contemporary design with historic architecture in a restored Georgian building. The hotel’s lobby, with its stunning ceiling and vibrant social scene, has become a destination in itself for both visitors and locals.
The Mandrake provides a more unconventional stay with its dark, theatrical interiors and hanging gardens. This boutique hotel creates an immersive experience that feels worlds away from the busy city streets outside.
Other notable options include:
- The Fitzroy Hotel – A classic Georgian townhouse with updated modern amenities
- The Newman Arms Rooms – Stylish accommodations above a historic pub
- Sanderson London – A playful design hotel with Alice in Wonderland-inspired touches
Culinary Highlights: Where to Eat in Fitzrovia
Fitzrovia’s food scene reflects its diverse character, offering everything from Michelin-starred restaurants to casual cafés. The neighborhood has become a testing ground for innovative dining concepts and international cuisines.
Charlotte Street forms the culinary heart of Fitzrovia, lined with restaurants showcasing global flavors. Roka serves contemporary Japanese robatayaki in a sleek setting, while Circolo Popolare brings theatrical Italian dining with its ceiling of hanging spirits bottles and oversized pasta dishes.
For fine dining enthusiasts, Kitchen Table offers an intimate chef’s table experience with a constantly changing tasting menu showcasing seasonal British ingredients. With just 20 seats arranged around the open kitchen, it provides a front-row view of culinary craftsmanship.
Fitzrovia also excels at casual dining options. Attendant, a converted Victorian public toilet, now serves specialty coffee and breakfast in uniquely historic surroundings. The Riding House Café offers all-day dining in a stylish setting that transitions seamlessly from morning meetings to evening cocktails.
Don’t miss these local favorites:
- Berners Tavern – Elegant British dining in a stunning converted ballroom
- Bao Fitzrovia – Taiwanese steamed buns with innovative fillings
- Greyhound Café – Creative Thai cuisine with contemporary twists
- Honey & Co – Middle Eastern home cooking in an intimate setting
Hidden Gems and Secret Spots
Beyond the better-known attractions, Fitzrovia hides numerous secret spots and local treasures that reward curious explorers. These lesser-known locations offer authentic experiences away from the tourist crowds.
Pollock’s Toy Museum houses a fascinating collection of vintage toys in a quirky, creaking Georgian townhouse. The small, atmospheric museum displays everything from Victorian dollhouses to mechanical toys across six rooms packed with childhood nostalgia.
For art lovers, the hidden gems of London include the Alison Jacques Gallery and Pilar Corrias, which showcase contemporary art in intimate spaces. These galleries offer a more personal viewing experience than London’s larger institutions.
The area’s historic pubs tell fascinating stories of Fitzrovia’s bohemian past. The Fitzroy Tavern, which gave the neighborhood its name, once welcomed regulars including Dylan Thomas and George Orwell. Today, it retains its authentic London pub atmosphere with original features and local characters.
Other hidden highlights include:
- The Building Centre – A free exhibition space dedicated to architecture and design
- Fitzrovia Chapel – A stunning Grade II-listed chapel with intricate gold mosaics
- Fitzroy Square – A peaceful Georgian garden square with beautiful architecture
- Store Street Espresso – A local favorite for specialty coffee in a minimalist setting
Shopping and Exploring Fitzrovia’s Unique Retail Scene
Fitzrovia offers a distinctive shopping experience that focuses on independent retailers, design stores, and specialist boutiques rather than mainstream chains. This creates a more personal and curated retail environment that reflects the area’s creative character.
Heal’s on Tottenham Court Road represents Fitzrovia’s design heritage, having sold quality furniture and homeware since 1810. This historic department store combines contemporary designs with classic pieces in a beautiful building that includes an original spiral staircase designed by Cecil Brewer.
For fashion enthusiasts, Margaret Howell’s flagship store exemplifies understated British style with timeless, quality garments. Nearby, Folk offers modern menswear with subtle, thoughtful details that appeal to design-conscious shoppers.
Book lovers should visit Koenig Books on Charing Cross Road, which specializes in art, photography, and design publications. Its carefully selected inventory and knowledgeable staff make it a destination for creative professionals and collectors.
Other notable shopping destinations include:
- Aesop – Australian skincare in a beautifully designed store
- Labyrinth Books – A treasure trove of second-hand and rare books
- Footes Music – Historic music shop selling instruments since 1920
- The Whisky Shop – Specialist retailer with an impressive selection of rare spirits
Practical Tips for Visiting Fitzrovia
To make the most of your Fitzrovia experience, I’ve compiled some practical advice and insider tips that will help you navigate this fascinating neighborhood like a local.
Fitzrovia benefits from excellent transport connections, with multiple tube stations serving the area. Goodge Street, Tottenham Court Road, and Warren Street stations provide easy access to different parts of the neighborhood. The central location also makes walking a pleasant option for exploring London’s attractions.
The best time to visit is during weekdays when the area buzzes with local workers and the restaurants and cafés are lively. Weekends can be quieter, offering a more relaxed atmosphere for exploration. If possible, avoid the Oxford Street edges of Fitzrovia, which can get crowded with shoppers.
For budget-conscious travelers, Fitzrovia offers several free attractions, including window shopping along Charlotte Street, exploring the Building Centre’s exhibitions, and relaxing in Fitzroy Square’s gardens. Many galleries also offer free admission to their exhibitions.
Consider these practical tips:
- Book restaurants in advance, especially for dinner at popular spots like Roka or Berners Tavern
- Visit on Thursdays when many galleries stay open late and often offer complimentary drinks
- Take advantage of pre-theater menus at many restaurants if dining early
- Explore the side streets rather than main roads to discover hidden architectural gems
- Carry an umbrella – Fitzrovia’s charm persists in typical London weather
Day Trip Itinerary: 24 Hours in Fitzrovia
If you only have one day to explore Fitzrovia, this carefully planned itinerary will help you experience the neighborhood’s highlights while still allowing time to soak up its unique atmosphere.
Start your morning with breakfast at Riding House Café, where you can fuel up with their popular pancakes or shakshuka in a stylish setting. After breakfast, take a stroll through Fitzroy Square to admire its Georgian architecture and peaceful garden.
Mid-morning, visit the Building Centre to learn about London’s architectural development through interactive models and exhibitions. Then head to Store Street for some boutique shopping and perhaps a coffee break at Store Street Espresso.
For lunch, sample Taiwanese street food at BAO Fitzrovia – arrive early to avoid the queues for their signature steamed buns. After lunch, explore the art galleries along Eastcastle Street and Margaret Street, including Pilar Corrias and Alison Jacques.
In the afternoon, visit Pollock’s Toy Museum for a dose of nostalgia, then take a historical pub break at the Newman Arms or the Fitzroy Tavern to rest your feet and sample a local ale.
For dinner, enjoy the theatrical Italian atmosphere