Boho Fitzrovia revived with 'arty' boutiques

A backstreet area of the West End is to be transformed into a "bijou" shopping centre under plans drawn up by one of London's biggest landlords.

The blueprint involves a major redevelopment of northern Fitzrovia, the historically bohemian district west of Tottenham Court Road.

Part of Whitfield Street could be pedestrianised with new boutiques, cafés and independent galleries. Developer Derwent London, which owns about 30 buildings in northern Fitzrovia, has hired architects Make to work on the project.

Their brief includes an aim to keep the "arty" feel of the neighbourhood, whose Georgian and Victorian houses were once home to writers including George Orwell, Dylan Thomas, George Bernard Shaw and Virginia Woolf.

Simon Silver, head of development at Derwent, told the Financial Times: "There is not that much street life. There is a really good opportunity here. The mix of retailers is very important. Fitzrovia is famed for its arts and artisans, not new giant coffee chains.

"Someone described the area as a little oasis in Fitzrovia and we would not want to change that."

Make is converting a Victorian commercial building at the top end of Whitfield Street into flats and is negotiating with Camden council about improvements to a local park.

Derwent also owns a large office building on the street, occupied by advertising agency Saatchi & Saatchi. The firm could move out when the lease expires in 2013. Derwent's properties in the area have varying leases due for renewal at different times, so upgrades and redevelopment will be done in stages.

The plans are part of broader moves to regenerate other parts of Fitzrovia. The site, once occupied by the Middlesex Hospital, is earmarked for a residential complex - once dubbed Noho Square.

The scheme stalled in the recession but is now set to be pushed ahead by its new owners.