Fitzrovia is a neighbourhood where culture, collaboration, and community come together. Every day there are a mix of residents, workers, and commuters passing through the busy streets.
However, when focussed on the nine to five, it’s easy to fall into the trap of sticking to the well-trodden route. This is why the LFA2026 theme of ‘belonging’ gave us pause for thought.
Do our residents, workers, and commuters feel a connection with Fitzrovia? Can we divert them from their usual paths to explore, discover, and engage with the area in a different way?
Indeed, as a neighbourhood shaped by London’s diversity, creativity and strong sense of community, Fitzrovia reflects the wider city itself as a place to explore a sense of belonging.
Throughout the Festival, and beyond, visitors were invited to explore what it means to belong in the city through our Find Fitzrovia activations – a series of wayfinding installations.
Designed by Adalberto Lonardi Studio, the three Find Fitzrovia totems were positioned at key entry points and destination markers to the area. The totem structures acted as invitations into the neighbourhood, encouraging people to explore beyond the main routes and discover Fitzrovia’s hidden gems, independent businesses, and distinctive character.
Find Fitzrovia by Adalberto Lonardi Studio, LFA2026 (c) Mickey Lee
Each component of the totems were designed specifically for Fitzrovia, rooted in the area’s history: the structures drew inspiration from the iconic BT Tower, the graphic design reflected the patterns, shapes, and symbols of the area, and the typography was inspired by the visual language found throughout the neighbourhood.
(c) Mickey Lee
Designer, Adalberto Lonardi, was particularly inspired by the Fitzrovia Chapel, a Grade II* listed, Byzantine-inspired chapel formerly part of the Middlesex Hospital. The chapel’s bold colours and circular patterns resonated with Lonardi’s own style, in a seamless meeting of historic and contemporary design processes.
(C) Tareq Mooradun
Additionally, Lonardi’s designs also reference the legacy of our previous LFA2025 activation, Fitz&Sits, with an integrated seating element that encourages visitors to pause, connect, and feel part of Fitzrovia.
The Find Fitzrovia installations, and a selection of the Fitz&Sits benches, are still in place today, continuing to guide visitors to find their own sense of belonging in Fitzrovia:
- Warren Street: Located just outside Warren Street Underground Station, follow this totem to discover independent cafés on Warren Street and explore the Georgian architecture of Fitzroy Square.
- Whitfield Gardens: Located north of Goodge Street Underground Station on Tottenham Court Road, this totem will lead you to the inner streets of Fitzrovia. Experience the culinary scene on Charlotte Street and relax in Alfred Place Gardens.
- Great Titchfield Street: Located at the junction where Great Titchfield Street and Oxford Street meet, follow this totem to escape the crowds, see the historic Fitzrovia Chapel and browse the galleries on Mortimer Street.
Keep following the project @enjoyfitzrovia!
