We’re excited to unveil the details of the winning design for our Find Fitzrovia design competition alongside The Fitzrovia Partnership. Adalberto Lonardi’s submission for Find Fitzrovia was selected by a judging panel of industry professionals for its bold, research‑driven concept that beautifully reflects the character and layered history of Fitzrovia. Adalberto’s thoughtful use of place‑specific colours, creative wayfinding elements, and strong community‑focused approach stood out as a compelling and celebratory vision for the neighbourhood.
The installation of Find Fitzrovia will come as part of a multi-year partnership between the LFA and The Fitzrovia Partnership, contributing to the built environment of one of London’s most popular districts. Find Fitzrovia follows the success of last year’s Fitz&Sits installation and 2024’s Rabbit Warren Street, with Adalberto’s design now contributing towards the landscape of this distinct neighbourhood.
Andrew Munk, CEO of The Fitzrovia Partnership, said, “Adalberto’s creative vision immediately resonated with everything Fitzrovia stands for — bold, distinctive design rooted in a deep understanding of our neighbourhood’s heritage and creative spirit. His commitment to community engagement and his shared ambition to inspire workers, visitors and residents to discover Fitzrovia’s hidden gems made him a natural fit. Backed by a strong track record of delivering highly impactful wayfinding projects, he brings exactly the right blend of creative expertise and practical delivery that this project demands.”
Open to emerging designers, architects and artists, the design competition called for submissions reimagining the key gateways to the Business Improvement Districts’ area as welcoming landmarks. Calling for ideas celebrating the area’s distinctive heritage and supporting street-level navigation through the area, Find Fitzrovia will further encourage greater exploration of the streets throughout the neighbourhood, supporting local culture and independent businesses.
The installation’s Designer, Adalberto Lonardi, said “The installation’s main goal is to draw more people into Fitzrovia’s inner streets, positioning the neighbourhood as an appealing destination for locals, commuters and visitors alike. I hope the intervention enhances visibility for local businesses and hospitality venues while remaining true to the area’s character. To achieve this, we’ve aimed to preserve its elegant, sophisticated identity while introducing bold, artistic gestures that encourage exploration and discovery… Competitions like this demand a high level of imagination, focus and precision, so I’m very pleased that my team and I were able to clearly communicate the project’s vision and impact in a way that resonated with the commissioners.”
Two judging rounds, including industry experts from across the built environment and beyond helped to decide upon Lombardi’s design, with a tough judging criteria, noting a strong range of concepts firmly rooted within Fitzrovia, upholding strong design principles and a strong and confident vision for the local area.
Rosa Rogina, Associate Director of Place Partnerships at NLA said “We’re so pleased to be entering our third year of this initiative with The Fitzrovia Partnership. After two fantastic activations since 2024, we’re very excited to see how Find Fitzrovia continues to shape the neighbourhood of Fitzrovia, and how our long-standing partnership continues to uphold Fitzrovia as one of the central design areas of London.”
The installation of Find Fitzrovia forms part of this year’s LFA programme, centred in the core neighbourhood of Fitzrovia and facilitating further events taking place throughout the month. The design will shape the wayfinding throughout the area across the coming months and help street-level navigation through the BID footprint beyond June.
You can view more on the open call here, and see more on the London Festival of Architecture’s programme across June here.
Adalberto Lonardi
Adalberto Lonardi Studio is a multidisciplinary art and design practice working at the intersection of urban architecture and public art, with a focus on collective authorship, spatial storytelling and social impact — by the community, for the community. Adalberto’s practice weaves culture, education and design across all ages and abilities. Working closely with architects, urban developers and community organisations, he builds bridges between people and places through memory and shared imagination. From the Venice Art Biennale to Kensington + Chelsea Art Week, and through collaborations with the Wimbledon Foundation, Italian Embassy, Foster + Partners and many others, Adalberto Lonardi continues to craft art and design that speak of community and connection across the UK, Europe and China.
See more:
- Instagram @adalbertolonardi
- LinkedIn Adalberto Lonardi
- website www.adalbertolonardi.com
