Mar 17th 2016


Why We Love midtown

Bloomsbury, Holborn & St. Giles, nowadays collectively referred to as ‘Midtown’ are just that, being situated bang in the middle of The City & West End.



Without doubt one of the prettiest areas of central London, not to mention one of the best connected, Bloomsbury became a fashionable residential district during the 17th & 18th Centuries, boasting some of London’s most beautiful Georgian architecture and numerous garden squares which survive to this day.

The area is roughly defined by Euston Road to the North, Tottenham Court Road to the West, Grays Inn Road to the East and High Holborn to the South. Bloomsbury has a rich heritage of academia & medicine being home to institutions such as the University of London, the British Medical Association, Great Ormond Street Hospital, University College Hospital as well as The British Museum and Royal Academy of Dramatic Art.

Bloomsbury has undergone a quiet transformation over the last decade, with the emergence of Lambs Conduit Street as a mecca for men’s fashion, and the many diversions of the redeveloped Brunswick Centre and open space of Coram’s Fields adding to the appeal as a place to live.


Bordered by High Holborn to the North and the Thames to the South, the artery linking The City with the West End is rich in history and home to the ‘Inns’ of London’s legal eagles since medieval times.

Dickensian is an oft used term but wholly appropriate when describing Holborn, as the author at one time lived in Furnival’s Inn and took inspiration from his personal experience of the area when describing Pip’s London exploits in ‘Great Expectations’.


Holborn & Bloomsbury established themselves as the beating heart of old London, however neighbouring St. Giles was historically rather more down at heel.

This small enclave to the east End of Oxford Street has experienced a new lease of life and now firmly at the vanguard of modern London, being home to one of London’s most distinctive developments of recent years, the Renzo Piano designed Central St. Giles. This collection of brightly coloured towers adjacent to the landmark of Centre Point houses a fantastic public courtyard and selection of restaurants & cafes, as well as being home to Google and NBC Universal’s UK headquarters


  1. Start the day with a game of tennis at Lincoln’s Inn Fields (or if you prefer to just watch, enjoy a leisurely breakfast on the terrace at Fields Bar & Kitchen)
  2. Immerse yourself in a piece of Georgian history at Sir John Soane’s Museum
  3. Take a stroll through the beautiful Inner Temple Gardens (open to the public weekdays 12-3pm)
  4. Check out the Slow Food & Living Market at High Holborn’s Rosewood Hotel perhaps followed by a cocktail in the plush surroundings of Scarfe’s Bar
  5. Indulge in spot of retail therapy on Lambs Conduit Street followed by lunch at Ciao Bella
  6. Or if you just fancy a quick bite and glass of wine, pop in to Noble Rot 
  7. Aim for a striiiiiiiike or two at the All Star Lanes
  8. Cocktails x Ping Pong = Bounce
  9. Or for something a little more genteel, perhaps some Pastis and a leisurely game of Petanque on the UK’s only indoor court at Chancery Lane’s Baranis
  10. Go for a cheeky dip at the Oasis Sports Centre’s heated outdoor pool (open year round)

Click here for our Midtown Area Guide

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