Scandalously Cool Cleveland Street

When it comes to Fitzrovia’s best known streets, we would probably put money that Cleveland Street wouldn’t come to mind, yet ironically just by looking at London’s magnificent skyline, you can pinpoint its location in a heartbeat, even if you didn’t realise it, thanks to its impressively imposing anchor resident - the BT Tower.

Like many of the streets in the West End, Cleveland Street has its history and even the odd royal scandal or two (which you’ll have to google yourself!) providing it with enough validation to have a Wikipedia page. In fact, twice home to Dickens, it is believed the former Cleveland Street Workhouse inspired Oliver Twist.

Despite hosting such an Iconic London Landmark and with Dicken’s stamp of approval, Cleveland Streets has been, for generations, lacking in admirers but recent literal and figurative developments are throwing Cleveland Street into a brand new light.

Looking to the present and future, we believe the intrigue of Cleveland Street should and will draw a new audience of Residential and Business Occupiers, which we will explore for you now. 

The construction of Pearson Square has played a prominent role in starting the revival.

Following many years as an empty construction site where the former Middlesex Hospital sat, now completed, the development has attracted many high net worth residents and is home to Estée Lauder’s head office with Netflix recently announcing their move to the scheme. The high quality shops and eateries do not disappoint either with The Larder and Percy & Founders as well as some of Estée’s own hair and beauty brands on Street Level. Whilst technically none hold Cleveland Street addresses, with an entrance to the square, Cleveland Street is certainly feeling the benefits of a higher profile. 

Additionally UCL’s Courtauld Building, which has been unoccupied for almost 10 years, is currently being comprehensively remodelled to create a home for the Medical Research Council’s Prion Unit, providing world class facilities to support the ground-breaking work they conduct, studying degenerative diseases of the brain. Due to complete at the end of 2017, the partnership between UCL and MRC will no doubt draw the globes best researchers and students to Fitzrovia. 

Just across the road, a planning application was made last year to refurbish aforementioned Cleveland Street Workhouse, which has been vacant since 2005. If approved, the scheme would provide Cleveland Street with a further 50 residential units and 4,535 SQM of commercial space, as well as the creation of public open space.

After 16 years of tenure, Dennis Publishing vacated 30 Cleveland Street to relocate to a larger building on Alfred Place. The Landlord, UK & European Investments, are currently undertaking an extensive refurbishment programme for the building originally built in the 1930s, including additional floors to provide c.39,000 SQ.FT. of premium quality workspace with restoration of the original Art Deco features. The Landlord’s representatives have advised that PC is anticipated for Summer 2018, and it is expected to catch the attention of London’s largest Creative, Media & Tech institutions looking to locate in an area already home to the BBC, Facebook, Entertainment One as well as the above mentioned names.

Whilst these new developments bring new life and new architecture to the area, Derwent London’s “Middlesex House” is credited as one of the coolest buildings in the area tenanted by the likes of Make Architects, Blue 449 and Glenn Howells Architects with a total of 65,700 SQ.FT. Originally built in 1934, the building was redesigned in 2001 remaining popular ever since. 

Whilst the revival may not have fed up to the north end just yet, Dukelease’s development at the foot of the BT Tower, 87-125 Cleveland Street, will provide 105 residential apartments and 36,000 SQ.FT. of commercial space including a new art gallery and petrol filling station, in addition to Cambridge House, located at the junction with Warren Street, purchased by Birbeck University of London with plans for a new educational centre as well as private apartments on the upper floors.

With such a major regeneration located at Cleveland Street’s main commercial / retail thoroughfare, it is widely anticipated the improvements to the business offering will have a domino effect attracting similar operators seen on streets like Warren Street, such as Honey & Co.

Lastly, I couldn’t write an article about Cleveland Street without writing about Fishbone – a traditional (and unassuming) family run Fish & Chippy, considered a best kept secret in Fitzrovia, with a loyal customer base including many of our staff, especially Laurence Glynne. Should you be looking for a fish supper or simply a bag of chips, a walk up Cleveland Street won’t disappoint!

As we continue to monitor the progress of this scandalously cool street, for us, there is no hesitation in saying that Cleveland Street is very much “up and coming” so keep your eye on the foot of the BT Tower.