The Strategy and Action Plan will prioritise seven key economic, environmental and social factors.
Image: Sainsbury Wellcome Centre
PRIORITIES
We will activate and curate Fitzrovia’s key streets and ensure high occupancy rates.
Reducing material consumption to reduce waste through better maintenance, refurbishment and/or turn waste products into added-value products for use in the district.
The University of Westminster’s Cavendish Living Lab focuses on co-creating sustainable solutions to real-world problems. Students work collaboratively with their peers, academics and various stakeholders to address issues such as food waste, plastic waste and wastewater.
In partnership with Kaffeine Café and Espresso Bar, coffee grounds are recycled to grow microgreens, which are donated to the Fitzrovia Soup Kitchen. This collaboration highlights how a local micro-circular economy can operate in practice.
3. Buildings’ Emissions
We will accelerate programmes to reduce carbon emissions and energy costs.
Buildings’ energy use is the major cause of carbon emissions in Fitzrovia contributing to 55% of total carbon emissions (2021).
Up to 80% of commercial buildings will not be lettable in 2030 due to their energy rating unless interventions are made to achieve an EPC rating of A or B.
4. Air Quality
We will accelerate programmes to reduce carbon emissions and energy costs and work with businesses and the community to improve our area’s air quality.
Average annual concentration of NO2 in the Fitzrovia District*
Health limit
* Source: DEFRA – as of March 2025
We will work with partners to increase green space and support nature recovery across Fitzrovia.
FITZROVIA
3.9m2
WESTMINSTER
21.7m2
CAMDEN
24.5m2
Maintenance of the area’s green spaces and planters needs further interventions.
6. Public Realm and Sustainable Transport
We will reimagine key streets to support walking, cycling and healthy lifestyles.
Streets and spaces are not always prioritised for people to dwell and children to play – particularly in Fitzrovia Westminster. There are few cycle routes compared to other areas.
7. Recycling and Waste
Recycling rates are below the London average for Local Authority-managed waste and currently not on target to achieve the 2030 London-wide target.
Average Recycling Rates
London Target
65%
London Average
33%
Camden
28%
Westminster
25%
