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Home » Work Programmes » 3. Environmental & Place » Area Strategy
Introducing The Fitzrovia Partnership Area Strategy
A vision for the streets, public spaces, and local growth.
The Fitzrovia Partnership Area Strategy sets out a long-term vision to improve the streets, public spaces, and the local economy in Fitzrovia.
The strategy, A Place for People, is underpinned by our goal to make Fitzrovia more visible, welcoming, and easier to explore – while protecting what makes the area unique.
The strategy focusses on strengthening key gateways, improving navigation, and creating greener, more inviting public spaces so people can better experience the neighbourhood.
What is The Fitzrovia Partnership Area Strategy?
The Area Strategy is a joint initiative, developed over ten months, with the London Borough of Camden, Westminster City Council, and local stakeholders.
It supports existing public realm projects and identifies new opportunities that can be delivered through partnership, investment, and collaboration between public and private sectors.
What are the key aims?
The strategy sets out ten priorities to improve Fitzrovia’s public realm:
- Strengthening Fitzrovia’s identity
- Prioritising people and improving everyday comfort
- Delivering greener, healthier streets
- Improving gateways and arrival points
- Supporting local business and economic growth
- Respecting and working with Fitzrovia’s historic character
- Improving wayfinding and navigation
- Creating safe, inclusive, and accessible streets
- Ensuring deliverability, flexibility, and long-term value
- Promoting collaboration and stewardship
How will the strategy deliver change?
The Area Strategy is supported by our four strategic missions, each addressing a priority that’s been identified by our BID members:
- Safe and clean – creating a safe and well-managed environment
- Economic growth – supporting and attracting businesses into the area
- Placemaking – delivering high-quality people-first public spaces
- Sustainability – embedding sustainability into everything we do
These missions ensure Fitzrovia’s streets are not only attractive, but also safe, functional, and environmentally responsible.
How was the strategy developed?
In February 2025, The Fitzrovia Partnership commissioned a research project with Momentum Transport Consultancy. The brief was to develop a long-term strategy for Fitzrovia, with the priorities of our levy-paying businesses in mind. The Momentum team studied the streets, mews, gateways, and heritage buildings to understand how people experience and use the area. The processes involved engagement with both local authorities, Design Review Panels, and a broad range of local stakeholders.
What happens now?
Together with the London Borough of Camden, Westminster City Council, Transport for London, The Greater London Authority (GLA), and property developers, we will test feasibility, develop funding models and delivery strategies.
We’re already taking steps to bring this strategy to life. Find out more about how we’re activating the public realm through our Summer Series.
