Say Shoreditch and a collage of clichés instantly decorates your mind: red skinny jeans; jauntily angled fedoras; anything with the word ‘pop-up’ in front of it.
For some, this will be an irresistible invitation to merrily hop aboard the trendy bandwagon.
For others, it’s more irritating than a Pom’s misguided attempt at an Aussie accent.
But love it or hate it, there’s no doubt Shoreditch is one of the most colourful hoods in the capital. Living in this locale is anything but boring.
Shoreditch is where ‘creatives’ gather to launch their ventures on the cheap.
That’s why you’ll find London’s edgiest galleries, indie shops, bars and restaurants within the ‘Shoreditch Triangle’ (where Shoreditch High Street, Great Eastern Street and Old Street intersect).
This was once an undesirable area of the city, which is why rents have been affordable for more artsy businesses.
Phil Dowling, an estate agent at Future Pad in Shoreditch, says: “It’s changed a lot from how it was 10 years ago.
"And a lot more changes are coming up, like Boxpark [a pop-up mall on Bethnal Green Road] and new developments and properties becoming available.”
Don’t move here if…
Can’t deal with hipsters and the constant consumption of Red Stripe? Then avoid this place at all costs. You can’t beat ‘em, so you’re going to have to join ‘em.
Once home to ‘proper’ EastEnders and students, Shoreditch is now the domain of young professionals in lucrative creative industries – think tech start-ups (hence Old Street roundabout’s nickname ‘Silicon Roundabout’) and media schmoozers.
Shoreditch estate agent Steve Lebow, from Peach Properties, tells us: “It’s a good mixture.
"We’ve got a lot of professionals living east, council tenants are still living in the flats around here, and then there are the trendy people.”
Where to hang out
There’s no end of queues to join to get into the latest see-and-be-seen venues. You can (jaguarshoes.com) – which doubles up as an art space – on a Saturday night.
The area around Shoreditch also has a range of top-class weekend markets.
Artisan grub at Broadway Market spells trouble for both wallet and waistline, while bargains are best at Brick Lane Market on a Sunday, where it’s all about second-hand bric-a-brac.
Old Street and Liverpool Street are no more than a 10-minute walk from anywhere in Shoreditch, so you can get to the likes of King’s Cross, Oxford Circus and Stratford in less than 10 minutes.
National Rail services run from these, too, including trains direct to Stansted Airport. You can get on the Overground at Shoreditch High Street.
What you can rent
Mostly flats, often ex-council estates and converted warehouses, but lately there are more new builds cropping up.