Fitzrovia Quarter sits just north of Oxford Street and south of Mortimer Street. Positioned at the edge of the West End, it offers a different pace from the main shopping thoroughfares.
Over the past year, the Quarter has continued to grow in a measured way. Ground-floor spaces have welcomed a mix of independent restaurants, experiential venues and internationally recognised retail brands (such as IKEA!), strengthening its position as one of central London’s most balanced neighbourhoods.
The latest openings in 2026 build on that momentum. New arrivals such as Fred, Khao Soi, Sisters Grimm, Ludorum, Newman and Kith reflect both local character and wider London trends, shaping Fitzrovia Quarter into a neighbourhood that feels current without losing its identity.
Address: 52-53 Margaret St, London W1W 8SQ
About their business: Bakery, famous for their variety of pastries.
Popular items: Almond croissants.
Fred Bakery brings artisan baking to the edge of Fitzrovia Quarter with its newest outpost just off Oxford Street. Known for its beautifully laminated pastries, sourdough, ciabatta and focaccia pizzas, Fred blends classic French bakery techniques with contemporary flavour combinations – from cinnamon rolls and triple chocolate hazelnut cookies to its signature tiramisu latte and seasonal hot drinks.
Since opening in December 2025, the split-level space has become a favourite stop for locals, office workers and visitors seeking quality bread, coffee and casual lunch options in the heart of central London. This love has helped the brand achieved the position of the best 50 bakeries among London, according to The Good Food Guide!
Check out Fred’s grand opening below!
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Address: 9-10 Market Place, London W1W 8AQ
Opening hours: Mon – Sat 12:00-22:30, Sun 12:00-16:00
Must-try items: Moo Ping (grilled pork skewers), Khao Soi (Northern Thai curry noodle soup)
About their business: Thai restaurant
Khao So-i is the Fitzrovia outpost of a cult Northern Thai noodle bar from Chiang Mai, serving its signature coconut curry khao soi alongside a curated selection of small plates inspired by traditional Lanna cuisine. This Thai restaurant seats around 40 people in a warm, timber-accented dining room with both table seating and counter stools.
Bowls of deeply aromatic broth with fresh egg noodles typically range around £30–£49 per person, and the menu includes variations with chicken, beef or seafood, plus Thai-inspired drinks and desserts. Reservations are recommended, though walk-ins are welcome, and outdoor seating (terrace, outdoor patio, counter) is also available on Market Place.
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Address: 7–8 Market Place, W1W 8AG
Opening hours: Daily 12 PM – 11 PM
Must-try items: the Lamb Loin.
About their business: Family-friendly Turkish restaurant.
Lokal is a contemporary Turkish restaurant in Fitzrovia, located at 7–8 Market Place, W1W 8AG. Opening in May 2026 from the team behind Fred Bakery and Faros Restaurant, this foodie spot brings together Anatolian flavours and London dining culture, with a focus on Turkish mezze.
Address: 23-25 Eastcastle St, London W1W 8DF
Opening hours: Wed – Sat 18:15–00:00
About their business: Cultural centre
House of Sisters Grimm is an immersive cultural destination that opened late in 2025 on Eastcastle Street. This venue hosts the award-acclaimed show INALA – a fusion of South African music, dance and narrative that has toured globally and now has a home in central London – alongside a fine wine and cocktail bar, gallery space and multi-sensory experiences designed to engage audiences beyond a traditional theatre setting.
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Address: 15-16 Margaret St, London W1W 8RW
Opening hours: Mon – Thur 6:30-20:00, Fri 6:30-16:30
About their business: Personal trainer club
The Ludorum Club™ is a private training and wellness space in the heart of W1, founded by Jake Hitchcock. Members work closely with experienced coaches, alongside access to a nutritionist and, where required, a Private GP. Blood profiling, movement assessments and performance tracking form part of an integrated approach that goes beyond conventional gym models.
The space is coach-led rather than open-access, allowing members to train without crowds, distraction or compromise. With structured programmes typically delivered two to three times per week – supported by WHOOP integration and periodic health reviews – the Club positions itself as a refined, medically informed alternative to traditional central London gyms.
Address: 55 Eastcastle St, London W1W 8EG.
Opening hours: Mon – Sat 11 AM – 7 PM, Sun 12 PM – 5 PM
About their business: An independent shopping experience with an old Haberdashery vibe.
Nepenthes London is an independent Japanese fashion store just opened on the beginning of May 2026. The wider Nepenthes brand was founded in Japan in 1988 by Keizo Shimizu, originally focused on sourcing products that were difficult to find in Japan. Over time, it developed into a highly distinctive fashion group known for curating niche labels and creating its own brands.
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Address: 50 Newman St, London W1T 3EB
About their business: 5-star luxury boutique hotel
The Newman is a new luxury boutique hotel in Fitzrovia that opened in early 2026, marking a major addition to the neighbourhood’s hospitality scene. Designed by London-based studio Lind + Almond and managed by Kinsfolk & Co, the 81-room hotel draws on the area’s bohemian and literary past with a contemporary Art Deco-inspired interior that feels both refined and relaxed.
To mark its opening, The Newman has introduced “The Newman Unlocked” – an experience-led package that includes a complimentary welcome drink at Gambit Bar, breakfast at the brasserie and up to £200 credit to spend across the restaurant, bar and spa.
Address: 314 Regent St., London W1B 3BL
Opening hours: Mon – Thur 11:00-21:00, Fri – Sat 10:00-21:00, Closed on Sundays
About their business: Lifestyle retailer that offers men’s, women’s and children’s apparel, accessories and footwear.
KITH London opened its first permanent flagship store in the United Kingdom on Regent Street in late 2025, bringing its global lifestyle and fashion concept to central London. The two-storey space houses the full range of Kith men’s, women’s and kids’ apparel, accessories and footwear, alongside curated multi-brand pieces and design-forward displays that blend streetwear with premium retail. Spanning classic and seasonal collections, the London flagship reflects the brand’s elevated design language – from refined interiors and Neo-Baroque influences to dedicated areas for Kith Treats and Kith Kids.
While not directly within Fitzrovia Quarter’s streets, its proximity to the area and position on one of central London’s key retail corridors underscores the Quarter’s wider draw for contemporary fashion and cultural-forward brands.
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With each new opening, Fitzrovia Quarter continues to strengthen its position as one of central London’s most characterful neighbourhoods.
If you are exploring restaurants near Oxford Circus, planning a stay in Fitzrovia, or simply looking to see what has changed in 2026, Fitzrovia Quarter continues to offer new reasons to return.
