Hello, Fitzrovia.

Hello, Fitzrovia.

We’re pleased to introduce Cubitts Fitzrovia, at 44 Charlotte Street.

Situated in the beating heart of Fitzrovia, an area described as London’s Old Latin Quarter, the design is inspired by the European influences of the late 1920s. Indeed, during this period, Fitzrovia became such a magnet to our European neighbours that Charlotte Street became known as Charlottenstrasse.

The gently curving Georgian facade is a modernist tea green, in reference to its very first incarnation as How & Cheverton tea merchants.

44 Goodge Street then became home to another life preserving nostrum, this time of the pharmaceutical variety, and a succession of dispensing pharmacists moved in, primarily serving the areas French, Swiss, Italian and German community.

Other residents of the building included John Bainbridge, upholsterer, followed by a Mrs Mary Ann Bott, who ran a straw bonnet manufactory, before it returned to a string of chemists and dispensers.

But it was the late 1920s when Fitzrovia gained renown as London’s artistic and bohemian centre, and Cubitts Fitzrovia has been designed with the European influences of this period in mind.

An original German globe from 1929 is a small nod to the period, and marks exactly one century from when the site was first built. The waiting area is home to two original S411 cantilevered chairs, developed by W. H. Gipsen for Mücke-Melder, also in 1929. The floor has been replaced with a reclaimed Jarrah flooring from a 1920s school, and an original pink ‘phoropter’ sits in the window, repurposed to hold The Speculator (our augmented reality try-on service).

Downstairs, thorough eye examinations are held in an equally beautiful testing room. On the wall is the original flagstone laid for Mr How and his tea merchants, a reference that continues in our choice of scent: Aesop’s Istros Aromatique Room Spray.

Curiously, Cubitts Fitzrovia is possibly the only building in London which actually shares two addresses, both 44 Charlotte Street and 44 Goodge Street. 

Cubitts Fitzrovia is open seven days a week.

Photography by Tian Khee Siong.