From its eclectic shops and art galleries to its array of restaurants and bars, there are at least 101 reasons to make Fitzrovia home. We've picked 10 of our favourites and feel sure you'll add more of your own.
Voted one of Time Out's 100 best restaurants, 2018. Michelin-starred chef Jason Atherton serves contemporary British food in this London Edition hotel restaurant.
10 Berners St, W1T 3NP
Contemporary British clothing designer, Margaret Howell is renowned for understated quality and updated modern classics.
63 Margaret St, W1W 8SW
One of the most popular brunch spots in London. Lantana Fitzrovia is a bustling little café serving Australian dishes with fresh seasonal produce.
13 Charlotte Pl, Fitzrovia, W1T 1SN
A luxury hotel in an award-winning building that offers spiritual wellbeing sessions and a branch of Michelin-starred Hong Kong restaurant SERGE.
20-21 Newman Street, W1T 1PG
Family-run Greek restaurant serving Mediterranean dishes, from mezze to whole fish grilled at the table.
80-82 Great Titchfield Street, W1W 7QT
Trained on Savile Row, Jonathan Quearney creates bespoke tailoring, with an eye for style and a personalised approach.
7 Windmill Street, W1T 2JD
The boutique fitness studio brings high-tempo, New York style barre fitness to the UK for the first time. Define London is the brainchild of former Broadway performer and celebrity master trainer Ashley Verma.
82 Great Portland Street, W1W 7NW
A UCL museum collection of 80,000 Egyptian and Sudanese archaeological objects recognised to be of 'outstanding importance' by the UK government in 1998.
Malet Place, WC1E 6BT
The first solo venture of stylist to the stars, George Northwood. His relaxed salon is the ideal place for a quick blow dry or a complete make-over.
24 Wells Street, W1T 3PH