A Find Fitzrovia wayfinding totem installed in Whitfield Gardens. Image credit: Mickey Lee
In celebration of the London Festival of Architecture (LFA), The Fitzrovia Partnership Business Improvement District (BID) has unveiled a new pedestrian wayfinding scheme titled Find Fitzrovia. Designed by Italian visual artist Adalberto Lonardi, who was announced as the winner of the BID’s open call in April, the scheme will be on view throughout Summer 2026.
Find Fitzrovia comprises three wayfinding totems installed at Whitfield Gardens, Warren Street, and Great Titchfield Street. Drawing on Fitzrovia’s diverse architectural heritage — from the Georgian elegance of Fitzroy Square to the Art Deco grandeur of Heal’s department store and the brutalist landmark of the BT Tower — the totems feature a vibrant interplay of floral and geometric motifs, brought together by a striking vinyl floor surface.
A Find Fitzrovia wayfinding totem installed in front of Warren Street station. Image credit: Mickey Lee
Placed at key locations across the neighbourhood, the totems are designed to guide visitors through Fitzrovia’s historic streets, cultural landmarks, and independent businesses. Responding to this year’s festival theme of Belonging, the totems encourage exploration of an area that spans lively commercial hubs and peaceful hidden retreats alike.
Totem Locations
- Warren Street — Situated just outside Warren Street Underground Station, this totem directs visitors to independent cafés along Warren Street and the Georgian architecture of Fitzroy Square.
- Whitfield Gardens — Located north of Goodge Street Underground Station on Tottenham Court Road, this totem leads into Fitzrovia’s inner streets, towards the culinary scene on Charlotte Street and the green space of Alfred Place Gardens.
- Great Titchfield Street — Positioned at the junction of Great Titchfield Street and Oxford Street, this totem offers an escape from the crowds, pointing visitors towards the historic Fitzrovia Chapel and the galleries of Mortimer Street.
A Find Fitzrovia wayfinding totem installed on. Great Titchfield Street. Image credit: Mickey Lee
Find Fitzrovia forms part of this year’s LFA programme, centred in the key neighbourhood of Fitzrovia and supporting further events taking place throughout the month. The proposal aims to test wayfinding throughout the area through the coming months to support long-term street-level navigation through the BID footprint beyond June.
Image credit: Mickey Lee
Adalberto Lonardi, Adalberto Lonardi Studio, said:
“Find Fitzrovia was designed to encourage more people to venture beyond Fitzrovia’s main thoroughfares and explore the neighbourhood’s distinctive inner streets and what they have to offer. Positioned at key gateways within Fitzrovia, the totems aim to create a stronger sense of arrival and discovery, with the intention being to celebrate what makes Fitzrovia unique without losing sight of the area’s character in keeping with the theme of Belonging.”
Eliza Grosvenor, Head of Public Programme, NLA, said:
“Find Fitzrovia gets to the heart of what this year’s Festival theme is about. Belonging isn’t just about the buildings we inhabit – it’s about feeling at home in a neighbourhood, knowing where to turn, and discovering the stories tucked away on streets you might otherwise walk straight past. What Adalberto has created here is an open invitation: to slow down, to look up, and to feel genuinely welcomed into a part of London that has so much to offer. That sense of connection – between people, place, and community – is exactly what the London Festival of Architecture exists to celebrate.”
Andrew Munk, CEO, The Fitzrovia Partnership, said:
“The Find Fitzrovia installations are bold, distinctive and yet so clearly rooted in our neighbourhood’s architectural and cultural heritage. We couldn’t be more delighted to see Adalberto’s vision come to life and bring such colour and vibrancy to the area. Positioned at key gateways – Whitfield Gardens, Warren Street, and Great Titchfield Street – we hope the totems inspire visitors to explore our inner streets and discover their own Fitzrovia.”
