A strange Americanism has come to London. Having already branded the surrounds of Covent Garden “Mid-Town”, the latest exercise in estate agent “place-making” has come up with “Mid-City” for the area around Farringdon, Clerkenwell, Bloomsbury and Barbican.
The rebranded area spans the West End, the Shoreditch tech hub and the City of London and will be linked by the (now-delayed) Elizabeth Line in winter 2019.
What unites the districts is that they are “less edgy than east but not as expensive as west”, says Nina Coulter, director of residential development sales at Savills London.
