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Where is Fitzrovia, and What Hidden Gems Does it Have to Offer?

Sitting in the shadow of the famous BT Tower about a mile north of Trafalgar Square, the urban village of Fitzrovia is located between Fitzroy Square and Oxford Street.

Named after Duke of Grafton Charles Fitzroy who once owned the land, Fitzrovia is surrounded by a host of landmarks, from Oxford Circus to the British Museum. Brimming with galleries, hotels and traditional pubs, cafés and bistros, you could consider Fitzrovia one of the hidden gems in London, with its glorious green space and warm and friendly atmosphere.

In answer to the question, where is Fitzrovia, the village has one foot in the London Borough of Camden in the east, and the other in the City of Westminster in the west. Marylebone and Bloomsbury border Fitzrovia, with Soho sitting to the north. So it’s safe to say, it’s well-located.

Bohemian in nature, this historic part of London was once home to writers such as Virginia Woolf, George Bernard Shaw and Arthur Rimbaud, and thought leaders Thomas Paine and George Orwell. Nowadays it’s a hive of creative media and advertising businesses.

Talking of hidden gems in London, nestled within Fitzrovia you’ll find another of the capital’s most alluring draws, Rathbone Square. For those seeking out quiet places in London to escape the hustle and bustle of the city, Rathbone Square does well to tick the tranquillity box.

Rathbone Square, the perfect stop-off for a spot of city respite

Amidst its excellent quality eateries, inviting cafés, top class salons and fabulous fashion outlets, Rathbone Square hides a very special secret.

There are not many quiet places in London, especially in the West End, but Rathbone Square is one of them. Set around lush green space and refreshing water features, the square really does inspire its visitors to slow down and take a much deserved breather.

The public garden square is where you’ll find shoppers and workers side by side, sharing a space on the lawn, or occupying a spot on one of the many benches or deckchairs, taking it easy amongst the trees and enjoying the buzz of birdsong away from the traffic noise.

But once you’ve enjoyed your rest, don’t head off too soon, because there is plenty to explore in Rathbone Square. Here’s what you could be doing during your visit to one of the best kept secrets and hidden gems in London…

Revitalise your wardrobe

Fancy experimenting with a new look? There’s a treat in store for you at Rathbone Square. Lab Store London is the home of forward-thinking fashion, where unconventional is the best way to describe the intriguing collections you’ll find hanging on its rails.

Lab Store’s vision is to be experimental, and to push the boundaries of creativity and ideas. There’s something here for everyone, for ladies and gents, for every season. From outrageous outfits to awe-inspiring accessories, footwear, jewellery and fragrance, if you have a penchant for something unusual, be sure to venture into Lab Store London next time you’re in Fitzrovia.

Pamper yourself

One of the great things about Rathbone Square is that both guys and girls get to indulge in a spot of pampering, thanks to a top class array of beauty and hair salons.

A visit to Adam Grooming presents the gents with a luxury grooming experience courtesy of a highly skilled team. With the likes of indulgent hot towels and balm and scalp massages on offer, you’re sure to feel brand new. You’ll even get to enjoy a drink on the house while you’re being taken care of. What could be better?

And there’s plenty for the ladies too. Head into Rawr for a relaxing manicure or pedicure, a style-reviving blowdry or beautify yourself with a tempting treatment, from brow lamination to eyelash extensions.

If you’ve always seen yourself with lush long locks, make a stop off at Vixen & Blush, Rathbone Square’s customised hair extensions specialists. The team is made up of highly qualified hairdressers, each with extensive London salon experience. So you can rest assured your new look will be one to turn heads.

Or what about a fresh colour? The team at Samantha Cusick London offers the very best in colouring and balayage. The latter is the latest technique that, instead of using traditional foils, involves hand painting colour straight onto your hair for a more naturally blended, sun-kissed effect. The ultimate new look to go with your new wardrobe!

Give your taste buds a treat

There’s plenty to get excited about if you’re ready for a bite to eat or a quick coffee during your Rathbone Square stop off.

Ready for a caffeine kick? Drop into Omotesando Koffee, renowned throughout the world for its Japanese coffee, brewed to order right in front of your eyes by expert baristas in white lab coats. Grab a Japanese pastry to go with your drink and you’ll be ready and set for your next round of retail therapy.

Need to satisfy that sweet tooth? Crosstown Doughnuts abounds with a vast choice of sumptuous and somewhat unusual flavour combinations that will take your taste buds on an exciting journey.

Looking to satisfy your hunger but keep a clear conscience? White Pine is Rathbone Square’s very own cruelty-free restaurant where you’ll find a quality vegetarian and vegan menu backed by plant-based packaging.

And then there’s Circolo Popolare, the Sicilian restaurant that challenges you not to drop your jaw in awe as you take in its sparkling décor. Chef Francesco’s menu changes every month in line with the seasons and fresh arrivals, but you’ll always find every taste and dietary need catered for here with an array of spectacular dishes that you’ll not forget in a hurry.

On the search for hidden gems in London? Make Rathbone Square in Fitzrovia top of your list.

Rathbone Square in Fitzrovia is a three minute walk from Tottenham Court Road tube and seven minutes from Oxford Circus. If you’re seeking out quiet places in London to enjoy a spot of respite during your next West End outing, be sure to pay a visit. We look forward to welcoming you soon!

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