Not far from where I work in Clerkenwell, a series of large orange and white flags fixed to lampposts line the major thoroughfares running through Holborn, Chancery Lane, Bloomsbury and St Giles. They state blithely that you are InMidtown, before in tiny print, grudgingly acknowledging the actual names of the places they are attempting to reinvent.
Grand plans and remodelling on a citywide scale never seem to have worked in London. It doesn’t possess the triumphant avenues, boulevards and grid layouts of other major world cities.
This means that some of its most interesting spaces: old churches, museums, wonderful little shops, pubs, statues, gardens and even whole streets sometimes take a little finding.