‘Steeles Village, a name that puts us on the map’
Area ‘lacking identity’ hopes to raise its profile with re-branding
Published: 20th January, 2011
by JAMIE WELHAM
YOU will not find it in the A to Z, taxi drivers look bewildered if you ask to be taken there and you can expect a “return to sender” label if you address a postcard with it.
But the name “Steeles Village” could soon be added to the map of Camden if businesses and politicians looking to spruce up a corner of the borough have their way.
The “Steeles Village” area is loosely defined as the lower end of Haverstock Hill, which residents and shop-owners say has for too long played a poor relative to Belsize Park up the hill.
A group of residents are campaigning to have it officially rebranded because they say the area “lacks identity” and is ignored by visitors and investors.
Liberal Democrat London Assembly member Caroline Pidgeon raised the issue with London Mayor Boris Johnson. He said he could not tell local authorities to change an area’s name, but added: “It may well end up being referred to as ‘Steeles Village’.”
The name is taken from Steeles Road and the Sir Richard Steele pub, famed for its celebrity regulars, including Liam Gallagher, Kate Moss and Jude Law.
Jill Fraser, Lib Dem councillor for Haverstock ward, said people wanted to “give the area a name” because “nobody comes here”.
They are in talks with Camden Council to hang a series of Steeles Village banners in the street and start marking it in Town Hall documents. A new Steeles Village florist is about to open, and Transport for London has been approached to change the name of the bus stop.
Marshall Levine, owner of the Legal Café, said: “It’s a great idea. We are caught between Chalk Farm and Belsize Park.
“This is the Big Society in action. It is about taking ownership of the area. At the moment I have to spell out directions for people that don’t know the area. Getting the name out there, and getting people using it, will help build relationships and bring people to us.”
Erdal Hazar, owner of Diamond Food and Wine newsagents, said: “If it attracts more people to the area I think it’s a good idea. I’ve never known what to call it, and I think giving it a name will help.”
Josephine Craven, from Naylius McKenzie estate agents, said: “To me we are still Belsize Park. House prices definitely go up as you go up the hill.
“I’ve already started using the Steeles Village name, and hopefully we will put it on our letterheads. In terms of selling houses, Steeles Village sounds like a nice place to live but some people in these roads would say they live in Belsize Park.”
The move follows attempts to re-brand other neighbourhoods, which have had mixed results.
Streets in Fitzrovia were set to be called “Noho”, as in North of Soho, but the idea did not really take off.
Estate agents have often tried to encourage interest in Archway by twinning it with Highgate village, using the name “Archgate”. In Holborn and Bloomsbury, businesses and hotels have tried to call the area “Midtown” to increase interest, but the name has yet to stick.