Midtown

Midtown, Camden

A collective term for the Holborn and south Bloomsbury areas – and perhaps beyond

Procter - 3731291129_bbbebee809_o

“NY Times takes space in Midtown for new HQ” ran a headline in Property Week in December 2014. This was not a reference to developments in Manhattan but to the New York Times Company’s proposed new UK headquarters at 18 Museum Street in Bloomsbury.

In a London context, the term ‘Midtown’ made its first appearance sometime around 1990. Ever since then, respected bloggers like Christopher Fowler (among many others) have been ridiculing it and insisting that it never will (or never did) catch on. And yet it refuses to go away – unlike failed inventions such as ‘Cityside’ and ‘Noho’.

18 Museum Street
18 Museum Street

The reason for its appeal to real estate developers, letting agents and property journalists is obvious: ‘Midtown’ is an internationally recognisable concept. Even if you know nothing at all about London – let alone how to spell or pronounce ‘Holborn’ – ‘Midtown’ sounds like a good place to be.

Its precise whereabouts, however, is uncertain – if one accepts that it exists at all. Having first taken root somewhere around the southern end of Procter Street (marked with a pin on the map below), it has since expanded in all directions, but especially north-westwards and along major thoroughfares. Some extremists define Midtown as the whole area between the City and the West End.

Established in 2005, the Midtown business improvement district covers roughly the tinted area on the map below. The Midtown business club claims a much broader remit, wildly asserting that “the Midtown area of London broadly extends to Euston Road in the north, the Thames in the south, Farringdon Street/Road in the east and Trafalgar Square/Tottenham Court Road in the west.”

Midtown’s biggest employers have historically been government agencies and professional services providers like insurers, lawyers, accountants and recruitment consultants – but the marketing hype has succeeded in luring more glamorous businesses, especially in the media sector.

Sicilian Avenue is home to the offices of the InMidtown association of businesses
Sicilian Avenue is home to the offices of the InMidtown association of businesses

When Midtown first began to take off, the resurgence of this often overlooked area was driven by relatively competitive rents. Much has changed in the past couple of decades. Research conducted in summer 2014 by the property consultants CBRE revealed that Midtown was outperforming the rest of the central London leasing market. The Evening Standard’s Jonathan Prynn later proclaimed that “Midtown is boomtown” – adding that “a cluster of hip hotels, slick developments and rapidly rising rents mean the area east of Oxford Street has finally arrived.”

However, as the Guardian’s Dave Hill has suggested, the ultimate proof of Midtown’s ‘arrival’ may come when the number 38 bus declares its route to be “… Angel, Midtown, Piccadilly, Victoria.” Hidden London predicts that day is a long way off yet.

Postal districts: WC1 and WC2
Twitter: Bee Midtown
Further reading: Peter Watts: In defence of Midtown

 

* The picture of Procter House, Procter Street, on this page is adapted from an original photograph, copyright EG Focus, at Flickr, made available under the Attribution-ShareAlike 2.0 Generic Licence. Any subsequent reuse is hereby freely permitted under the terms of that licence.