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Noho? No way, this is Fitzrovia
Anna Davis, Evening Standard06.03.08
Billionaire brothers have come under fire from angry Bloomsbury residents who accuse them of trying to rebrand the area "Noho".
Christian and Nicholas Candy have named the apartment building they are developing on the site of the former Middlesex Hospital building in Fitzrovia, Noho Square.
Critics of the Noho name - meaning north of Soho - say it is an attempt to rebrand the area north of Oxford Street and south of Euston Road, which has for decades been known as Fitzrovia. Locals believe the new name could damage the area.
Comedian Griff Rhys Jones, who lives in Bloomsbury, said: "This area is one of the most attractive mixes I know. Unfortunately, Noho signifies the desire to be seen as north Soho and this area doesn't want to become a binge-drinking mecca."
He added: "I hope no one will be influenced by the name. It's not going to creep into my common parlance and some of my parlance is pretty common."
Gallery owner and Bloomsbury ward councillor Rebecca Hossack said that Noho meant nowhere to her. She said: "It's a meaningless word, which has nothing to do with community.
"It's like putting a big white paint brush over something that's incredibly delicate and has been very delicately woven together over hundreds of years.
"It drives a wedge between the community and the mirage of 'lifestyle'. It's so trendy, and so superficial. It implies a transitory lifestyle. But there are people who've been here for generations."
She has written to Westminster Council and Candy and Candy. A petition to "say no to Noho" has been launched.
But the Candy brothers - taxexiles who in eight years have turned a £6,000 stake in a London flat into a property empire worth billions - defended the "Noho" name this week. Nick Candy said: ""We did not dream this name up on a whim, nor did we reach a decision overnight." He said that after extensive research the company had "chosen not to hark back to an historic name for the site since the scheme is an example of contemporary, urban regeneration".
He added: "While we would always prefer to ensure our neighbours are happy, we are aware it will not be possible to please everyone."
To make the area's identity crisis worse, in nearby Charlotte Street developer Derwent London is building apartments called Fitzrovia Village.
The Candy Brothers are said to have started their property empire by borrowing £6,000 from their grandmother in the mid-1990s to buy a flat in Earl's Court. They renovated it and sold it at a profit.
Earlier this year they bought Chelsea Barracks from the Ministry of Defence in a £959 million deal with the Qatari government.
The 12.8 acre site between Sloane Square and the Thames is the most valuable residential plot in Britain to be developed, at £75 million an acre.
The brothers also paid £150 million for the One Hyde Park in Knightsbridge in 2004.
Reader views (9)
Ha! A bland name for the bland generation! Can we call the new residents of NoHo NoHopers?
Pip pip!
- Sean O'Farrell, Archway, UK
I, too, trained as a nurse at the Middlesex, and am appalled at the vandalism. I have started a petition to Westminster City Council, calling on them to rename the former Middlesex site "Middlesex Hospital Square". Please have a look at the photos, the posted items on the wall and the links -- they tell a sad story of corporate greed and vandalism.
- David Marriott, Delta BC, Canada
Maybe the name is ironically appropriate:an abreviation of
No Hospital.
- William Fell-Holden, London UK
I also trained at The Middlesex Hospital from 1972-75 and agree the building was an impressive sight. The entrance welcomed visitors like the foyer of a 5* hotel.
There were underground passages linking it to the nurses home, John Astor House, in Foley Street. Imagine in 1972, a swimming pool in the basement of the nurses' home. Is it still there?
I still feel proud to have trained at The Middlesex Hospital; an excellent nurse training in such an elegant building.
- Carol Bedford, Harrogate, UK
Well, it seems the name NoHo was rather appropriate after all, and not a bad name for what will no doubt remain a hole in the ground for some time.
If the project ever finds the money make sure the new name reflects the correct geographic area of London....FITZROVIA
- Jm, Bloomsbury, London. UK
I trained at The Middlesex Hospital 1972-1975. The building meant a lot to me. It was always an imposing,impressive and reassuring sight as I walked up Berners Street from the nurses' home at York House. John Astor House in Foley Street was my first home as a student nurse. Have you knocked that down too?? The name of The Middlesex was lost when the hospital merged with University College Hospital, and now we have lost that elegant building too, with all its history. Shame on everyone responsible. You might at least have tried to keep the facade. Money isn't everything, as we are all finding out...
- Pam Keal, Leicester, UK
I work in London and from Devon. I trained at the Middlesex Hospital in the mid eighties. I was therefore more than surprised to see it all closed and gift wrapped like Candy! Whilst I appreciate fine living food and wine...I cannot believe they are getting rid of the original façade of this tremendous historical building!
- Nikki, London
Fitzrovia is a lovely, quite area with an identity all its own. We are not the lesser known sister of Soho and have no desire to be. I would like to know where this petition is so that I, and my neighbours, can sign it.
- T Harrison, Fitzrovia
I used to work in Fitzrovia opposite where Mr Rhys-Jones lives and I have to disagree, this might actually do the area some good, it's an absolute dump.
- Mel S, Windsor
