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The story of Our ‘Fitz Together’ Seat.
Virgin has teamed up with Minifie Architects, an emerging and passionate practice chosen through an Open Call via LFA2025. With their diverse backgrounds and wide-ranging experience in the built environment, the theme of ‘Voices’ deeply resonated with them, offering an exciting opportunity to craft something that reflects the unique character of Fitzrovia. While Minifie Architects is known for their work in urban settings, ‘Fitz&Sits’ presents a chance to approach this environment from a fresh perspective, exploring new scales of architectural intervention. The crossover between art and architecture is something that particularly captivated the Minifie team.
The voices of locals, political thought leaders, poets, artists, and writers from all walks of life have woven together over time to form the vibrant, bohemian community we know as Fitzrovia. To reflect the three key ‘pillars’ of this neighbourhood, the inclusive bench design draws on the playful metaphor of an abstracted jigsaw puzzle, featuring three interlocking pieces symbolizing ‘Art, Literature, and Politics’. Each piece invites public interaction in a unique way – whether by busking on a step, perching on a seat, or lounging within the recessed cut-out, offering a moment of pause amidst the bustle of Charlotte Street. At the heart of the puzzle, an embossed map highlights the original streets of Fitzrovia, anchoring the connection between people and place.
Together, we developed a design that reflects our values and heritage:
This bench invites people not just to sit, but to share stories, music, perspectives.
After the festival, the bench will have a permanent home at Whitfield Studios, continuing to connect people in meaningful ways.
About Virgin
At Virgin, we’ve always been driven by a desire to do things differently – to challenge the status quo, ignite ideas, and drive positive change. From music to travel, health to hospitality, our legacy is rooted in innovation and a deep connection to people and purpose.
Fitzrovia – and our new home at Whitfield Studios – has given us the chance to reconnect with that legacy in powerful ways. It’s where our music heritage meets our modern-day advocacy: supporting refugees, speaking out on social justice issues, and amplifying the voices of those too often unheard. We’re proud to be part of Fitzrovia’s evolution as a creative, inclusive, and connected neighbourhood.
Why we are sponsoring a Fitz&Sits seat?
We believe in the power of place to bring people together.
Fitz&Sitz reflects values that are close to our heart: creativity, community, and radical collaboration. Partnering with The Fitzrovia Partnership on this initiative allows us to give back to a neighbourhood we are getting to know and love (we’re pretty new on the block) – supporting a project that encourages people to pause, connect, and enjoy their surroundings.
This is about making space for people to feel included, seen, and heard.
What does it mean to us at Virgin?
The theme of this year’s London Festival of Architecture, “Voices,” resonates with Virgin’s belief in changing business for good.
At Virgin, we’re committed to using our platform to make a positive impact – whether that’s through championing sustainability, creating inclusive spaces, or giving back to the communities we’re part of. Fitz&Sitz shows how design can serve a social purpose: encouraging people to pause, connect, and feel part of something bigger.
We see the bench not just as a place to sit, but as a space for stories, interactions, and expression – and hopefully some fun – bringing together diverse voices in the heart of Fitzrovia. It also gives us the opportunity to support initiatives around loneliness, inclusion, and under-represented communities in meaningful ways.
Fitzrovia is a Destination for the 2025 Festival which will be a Fitzrovia-wide celebration with more than 20 events throughout June.
From exhibitions to workshops to talks to trails to installations to performances, there are many exciting events to enjoy.
Fitzrovia Lates takes place on Thursday 26 June from 6pm – 9pm and is a diverse and inclusive evening of events, workshops and exhibitions for Londoners and visitors to explore architectural practices in the district.
Developed collaboratively with local stakeholders, these events bring together creativity, community and city-making practices which reflect the unique identities of people and the area.
View all the events which are part of Fitzrovia Destination.
The Fitzrovia Partnership provides a cohesive approach to help businesses achieve shared objectives and as an area we are making great strides to achieve a more economic and environmentally sustainable district. 
Fiona Clark, Board Member
Practice Director and Co-owner, David Miller Architects
