Wed Jun 25 2008
What is it with idiot property developers and their stunted sense of London history? First we had the pompous attempt to rename Fitzrovia as Noho, as currently seen with the Candy Brothers horrible redevelopment plans for the Middlesex Hospital. Then we had a lame effort at renaming historic Holborn as ghastly 'Midtown', which thankfully never seems to have taken off outside the cloistered and increasingly desperate world of London estate agents.
And now we've got this abomination. What's wrong with Pimlico? I mean, it was only good enough for one of the greatest British films ever made, after all. Westrovia. It sounds like a fictitious country from a Marx Brothers film , or the result of one of those hamfisted attempts by the British Empire to redraw the map of Europe after some incendiary squabble that left half the continent with less limbs and land then they started out with.
Which is probably what these smug developers think they are doing, cleverly, wittily, bravely rewriting London by urinating cockily all over its deeply embedded, illustrious and meaningful history.
Perhaps it's time to 'rebrand' property developers. Any suggestions?
|
|
The best of London in your inbox
|
|
7 comments
Perhaps NOHOPE-O has a better ring?
WELL DONE! Thank heavens that at least one person is giving a logica, sensible view on the unfortunate tendency to attempt to rebrand our historic metropolis. Exile these wretches permanently, let them wreak their execrable plans elsewhere. Surely there must be some oportunities for demolition experts in other parts of the world. Westrovia isn't a bad name in itself, much better than Noho, but why not just use its current one Pimlico, a name long in use. Whilst not as bad as 'Midtown' why do they do this? A pathetic attempt to be trendy, or even more pathetic attempt to become even more americanised than we already are. It might have appealed to Ken Livingstone, but as he's fortunately out of office, I only hope that Boris will justify his title by opposing such plans. I only hope that their NOHO development is demolished, that's all it deserves, these two are the best argument yet for involuntary euthanasia.
Hi all.
I remember a restaurant on Charlotte Street called Noho that burnt down a few years ago - but I'm pretty sure it's an unnecessary neologism that would have died out if it wasn't for the Candys recent attempt to resuscitate it.
I had no idea Midtown was a popular industry term. I still don't get why it is needed - it's essentially just referring to Holborn, isn't it?
I understand, partly, why estate want to present less attractive areas in more glowing terms by calling them South Clapham or whatever; but why the need to rename areas as pleasant and popular as Pimlico or Holborn?
Estate agents have a history of getting things woefully wrong. After all, many of them are hardly detail-focused.
Witness homes in Tooting being marketed as 'Clapham Borders' or homes in Battersea near Clapham Junction (Northcote Road, Battersea Rise etc) being marketed as in Clapham - which just goes to show they have no idea of the history of the areas in which they proclaim to have an understanding of...
Well if Romford market thats in rural ESSEX can be called one of the east ends best markets then they can call me what they like . I know it appears in the suvey of London but it was also one of qeen elizabeth the 1st favourite places in essex .
It may be one of these Thames Gateway silly ideas they are talking about that includes greenwich in londons east end .
It isn't new, alas. I remember a pretentious twit telling me 40 years ago he lived in "South Chelsea" - Battersea, in other words. And I once lived in St Pancras, which the local estate agents all called North Bloomsbury. Now I live at the Elephant, and I suppose it's only a matter of time till someone starts calling it South Borough or West Bermondsey or Roundaboutsville.
Usually I hate re-branding of any sort, as it is usually just used as an excuse to increase the price and besides, I would rather call a spade a spade...
However, just for your info, Noho has been known as Noho for a lot longer than Candy and Candy have been in business, and Midtown is the industry term used by the entire real estate industry for that area of London...probably as a way to translate for the american corporations that need to have it spelt out for them...
nevertheless, Westrovia really is pretty whack, so I agree in principal with your overall point...