https://en.m.wikipedia.org/wiki/Fitzroy_Place

Extract:
Fitzroy Place is an office, residential and retail estate in Fitzrovia, London, set around a publicly accessible central square. 

The square, which was the first new garden square in W1 for 100 years, incorporates the Grade II* listed Fitzrovia Chapel.

Developed from the former Middlesex Hospital site, it was originally to be known as Noho Square, presumably a backformation from 'North' i.e. north of Oxford Street, as if Soho (which is located south of Oxford St) were derived from 'South'. The name, chosen by the Candy brothers for the development, was widely disliked.

The NoHo Square name was dropped and the scheme became known as Fitzroy Place.

