The triumph of the hive mind: why is gentrified London so sterile and dull?
It is often said that London is a collection of villages, as a way of explaining that, within this sprawling and diverse metropolis, you can still find a sense of community, of place, of home. But in Tufnell Park and its surrounds, the word “village” has taken on what is, for me, a slightly worrying tone.
A recent article in the Guardian discussed the bemusing attempts of urban developers and estate agents to “rebrand” various areas of the city to create new fashionable quarters in the hope that wealthy metropolitans will flock there – something it referred to as “corporate cartography”.
The Londonist helpfully provided a mapof these new areas. Bafflingly, Holborn has been dubbed “Midtown”, a coinage the
Evening Standard has been trying to make happen for some time now, without, it must be admitted, much success. Many of these rebranded neighbourhoods are “Villages”: there’s “Amwell Village”, near the Pentonville Road, “Marylebone Village” and, soon, I suspect, “Tufnell Park Village”, with all the horror (or glee, if you own property in the area) that that entails.