By Staff Reporter
Fitzrovia could soon be trading paint-splattered studios for scented steam rooms after the surprise discovery of a mineral-rich well beneath New Cavendish Street.
Contractors carrying out routine works earlier this year stumbled upon a natural aquifer deep below the road. Early tests by the London Hydrogeology Institute revealed the water contains high levels of calcium and magnesium, along with trace amounts of lithium — minerals long associated with therapeutic spa traditions.
The find has prompted developers, planners, and local cultural institutions to back an ambitious proposal to transform the area into “Fitzrovia Spa”, a wellness district to rival Bath or Harrogate.
What’s Being Proposed
Plans currently under discussion include a Central Spa Pavilion, complete with public baths, rooftop gardens, and hydrotherapy pools, built directly above the wellhead. New Cavendish Street itself could be semi-pedestrianised and reimagined as a “Wellness Boulevard” lined with cafés, bookshops, and slow-living boutiques.
Cultural partners — including the Foodbye Collection — are exploring collaborations on exhibitions themed around water and wellbeing. Artists-in-residence could be invited to respond to the idea of Fitzrovia as an “urban spa.”
Developers claim the project would generate around 4,000 jobs and bring in an estimated £310 million per year to the local economy.
Mixed Reaction Locally
While some residents are excited by the prospect of living in London’s newest spa town, others are wary.
“We’ve always been proud of Fitzrovia’s creative, bohemian character,” said long-time resident Paula Clarke. “I worry this could turn the area into a theme park for wellness tourists.”
Campaigners have also raised concerns about gentrification, water sustainability, and whether the district’s historic charm could be lost in the process.
What Happens Next
The Council has confirmed that a public consultation will open in September, with a full planning application expected early next year. If approved, the first phase — the Central Spa Pavilion — could open by 2030.
For now, though, Fitzrovia’s residents are left with an unusual new identity to consider: whether they want their neighbourhood to become London’s very own spa town.