By Celeste Bramwell, Senior Urban Affairs Correspondent
Fitzrovia has long prided itself on being at the cutting edge of metropolitan life. Now, in a bold experiment, local authorities have announced plans to pilot the world’s first 25-hour day, arguing that “24 hours simply isn’t enough for everything we want to do.”
Why 25 Hours?
According to Councillor Lydia Frobisher, chair of the Fitzrovia Time Adjustment Committee, the idea emerged during a particularly long meeting about bin collection. “We realised,” she said, “that if we just added one extra hour to the day, we could solve all sorts of problems. People could catch up on sleep, answer their emails, or finally get round to finishing War and Peace.”
The proposal suggests that Fitzrovia residents will live on a slightly different clock from the rest of London. The new 25th hour—dubbed “Fitz-hour”—will occur between 11 p.m. and midnight, and will be marked by a soft chiming from the BT Tower and discounted cocktails at selected bars.
Reactions From the Public
Reaction has been mixed. Arnold Chippings, a barista on Charlotte Street, welcomed the idea: “I’ll finally have time to clean the milk steamer properly. No one ever appreciates how long that takes.”
By contrast, Patricia Denby, a retired typist, expressed concern. “I already find EastEnders confusing enough. If they add an extra hour, I’ll never know when to have my Horlicks.”
Business Opportunities
Entrepreneurs are already circling. A local gym plans to open a “Fitz-hour Bootcamp,” promising the most productive 60 minutes of your life. Meanwhile, a Fitzrovia-based tech startup has launched an app that syncs your calendar to the new time zone, though early testers complained it scheduled their lunch for 4 a.m.
Scientific Doubts
Astronomers at University College London have gently pointed out that the Earth continues to rotate in 24-hour cycles. The Council has dismissed this as “mere nitpicking.”
What Happens Next?
The trial is due to begin next month. If successful, Fitzrovia may petition the government to recognise the Fitz-hour nationwide, though some Westminster insiders have suggested the idea may be “slightly unconstitutional.”
In the meantime, residents are being advised to purchase new watches, reset their microwaves, and prepare to live in a neighbourhood where time really is different.
As Councillor Frobisher concluded: “If New York is the city that never sleeps, Fitzrovia will be the district that simply has more hours in which not to.”
