Policy information sourced from Fitzrovia Area Action Plan

Alfred Place Character Area

Alfred Place

Alfred Place is a formally laid out boulevard with cobbled crescents to the north and south. The ground floors are mostly in retail and office use. There is a mix of architectural styles but a predominance of late 19th and early 20th century retail and warehouse development. Buildings fronting the space differ in height (4-7 storeys) and detailing but are unified by enclosure of the space. The rows of mature trees on Alfred Place and South Crescent make a positive contribution to the area.

North Crescent is occupied by the Eisenhower Centre which is the entrance to a second world war deep-level air raid shelter linked to the underground network. The structure is in commercial use for secure document storage. A memorial to the 12th County of London Regiment (The Rangers) is located in front of the Eisenhower Centre.

The Eisenhower Centre has been identified as a positive contributor to the character of the Conservation Area due to its social and historic interest. However, the entrance structure blocks views of buildings in North Crescent (including listed buildings), creates a poor setting for the Rangers’ memorial (also listed), and interrupts the symmetrical layout of Alfred Place and the North and South Crescents

Store Street

Store Street is notable for its attractive 19th century four-storey terrace characterised by a series of shopfronts of identical design and a variety of small independent retail and café uses with residential accommodation above. Street trees give a leafy feel and provide a sense of enclosure. The later 20th century College of Law building is situated on the north side.

Torrington Place

There is significant pedestrian footfall and cycle traffic along Torrington Place and the south side of the road is fronted by shops and cafes, some of which have seating on the street. The north side is fronted by 1-19 Torrington Place (also known as Mullard House) which has a less successful frontage to the street with two vehicle ramps and obscured windows.

Character Area Principles

New development on Alfred Place should improve the frontage and pedestrian environment by minimising vehicle entrances and crossovers whilst maintaining adequate servicing arrangements to support the viable use of properties on the street.

Public realm opportunities

In this character area we will take forward the following public realm opportunities identified by the Fitzrovia Open Space and Public Realm Study. These potential schemes will require further investigation including prioritisation against other proposals, identification of funding, transport assessment, consultation with key stakeholders and wider public consultation.

1.2 Alfred Place

Create public open space by reclaiming carriageway space and moving car parking while maintaining adequate servicing arrangements to support the viable use of properties on Alfred Place. The priority is to minimise traffic and provide seating and planting to create a better open environment without compromising the operational use of nearby buildings.

Should further funding be secured a more considered design of the space should be undertaken which could include more costly interventions such as creation of a grassed area and relocating the cycle hire station.

The Council encourages a scheme which will improve the setting of the Rangers’ memorial and improve the relationship between the Eisenhower Centre and the surrounding townscape.

1.3 South Crescent

Create a public open space in South Crescent by closing the road and reclaiming carriageway and by relocating all car parking spaces to nearby streets.

1.4 Chenies Street West

Create a widened footway at the eastern end of Chenies Street by reclaiming carriageway space. We will explore opportunities to improve the setting of the Rangers’ Memorial at South Crescent/ Chenies Street.

1.5 Ridgmount Street

Create a single surface around the College of Law - Bloomsbury Centre by raising the carriageway and providing street furniture to narrow the road, calm traffic and manage parking.

1.6 Store Street

Create a widened footway along Store Street by reclaiming carriageway space.

For more information please see the Area Action Plan