London Design Festival Preview – Fitzrovia Now

Design district Fitzrovia Now is relaunching this year with new branding created by consultancy Together, which is based on Great Titchfield Street, in the heart of Fitzrovia.

The consultancy developed a key motif, which it says references the ‘relatively hidden’ nature of the central-London area.

Fitzrovia Now itself is a collective of showrooms, galleries and cafés, including Minotti, EDC, Ligne Roset and Republic of Fritz Hansen, which is opening its first London store during the festival, in partnership with Skandium and designed by BDP.

To encourage people to explore the area, Fitzrovia Now is launching both a design map and a loyalty scheme. Visitors will be issued with key-shaped loyalty cards, which can be stamped at each venue. Collect six stamps and you’re eligible for a prize draw, with prizes including an Arne Jacobsen chair and dinner for two at the Riding House Café.

Special events on the design trail will include the launch of a new Matthew Hilton furniture collection at EDC and the debut London show from Italian duo Formafantasma at Gallery Libby Sellers. The Rebecca Hossack gallery will be hosting a show of crochet work from Kate Jenkins and Together will be hosting the Fitzrovia Now and Then exhibition at its studio.

For more information visit http://www.fitzrovianow.com/

The London Design Festival runs from 17-25 September. See the Design Week blog for our previews of Brompton, Pimlico, 100% Design, Covent Garden and the Southbank. We will be previewing Clerkenwell tomorrow.