Too cool for London

As the world heads for Soho, the seriously hip are leaving in droves, says Katie Sampson

The latest guided tour from the London Tourist Board has proved a runaway success. Launched last October, the "trendy trip" is a whistlestop tour of cool London, taking in such hotspots as Camden Lock and winding up at the Subterrania club in Notting Hill. The trip's success reflects the fact that nearly two- thirds of short-haul London tourists are under 35, a marked increase since the "Cool Britannia" marketing ploy began.

No wonder many Londoners are beginning to feel a bit dazed and confused about their true identities, as the frenzied hype which surrounds their city places them as exhibits within a living museum. "The repackaging of London is a bit of a double-edged sword," says Jefferson Hack, editor of style magazine Dazed And Confused, identified by the foreign press as the apex of cool London. "Because if the whole world says that you are cool, it feels like it's over."

Has the "London experience" - which has always been admired for its endless capacity to reinvent itself and defy definitions - been preserved in formaldehyde like a Damien Hirst at the "ultra cool" (according to Vanity Fair) Quo Vadis? Will American tourists soon pay to stand next to a "genuine London raver", as they still do with punks?

It is exactly this aggressive hyping and labelling of London that is beginning to drive some of the original, creative Londoners away. "When an experience becomes conceptualised it is time to move on," says journalist and writer Alix Sharkey, who, until he recently took refuge in Paris, dedicated more than 16 years to writing about the London scene. "Once the potential is pointed out to the mainstream, it becomes another mythology while, in reality, Londoners remain part of a lost, insular and isolated island which becomes insufferable," he laments.

Determined not to become jaded, singer, songwriter, producer and hip- hop musician John Carruthers fled to France last week, in the belief that London no longer holds the creative promise that Paris now offers. "I used to feel that London was somewhere very special, but that feeling's gone. So much in London seems to be reduced to hype, the national stars of the moment seem to be Swampy and a page three girl, whereas once they might have been Germaine Greer and Ken Livingstone. Everything in London seems to need a `theme', the newspaper stand at Piccadilly is rumoured to be selling for half a million and people are concerned with taking rather than giving, in the hope that London will rub off on them."

This "rub-off" factor has led to a growing band of international nomads eschewing the competition of their home town in favour of the cult status they achieve when working abroad. London hype, the canny have discovered, is a very exportable mythology. Artist Alexandra Small has been struck by the attention she has been given as a muralist hailing from London. "I'm half-Canadian but I've learnt to sell myself as a Londoner because it gives my work an additional allure and I get more respect." Indeed, people feel complimented by the thought that a Londoner should choose to be with them rather than in their happening home town.

Like Small, DJ and producer Justin Berkmann keeps a base in London, while choosing to work in Germany, Italy, Spain, Portugal and Ireland, which may seem an odd choice for a man who co-founded the Ministry of Sound. "My personality has changed. I've picked up different cultures and become free to select the best elements. I'm now truly European," he says proudly, describing how genuinely excited people on the Continent still are by the music revolution. "They have none of your self-important, `entertain me', London attitude because they put themselves heart and soul into the music."

Disparagingly referring to the Ministry as "the McDonald's of Sound", he begins a tirade against the commercialisation of the club scene. "The problem with capitalism is that it bleeds good ideas until you get bad ideas, as things become branded and sealed. Individuality is lost and the mystique dies. London has become a huge mall, and the bohemian vibe is being destroyed. Beware, just look what the English did to Ibiza."

The technological revolution has allowed another breed of Londoner to pitch up camp outside of London without being made to feel like an out- of-touch yokel. Richard Griffiths left London five months ago to set up home in the middle of a zoo in the countryside, but this move has not interfered with his business marketing mixers for DJs. "It's an advantage to be here. I can bring clients down here and give them one hell of a time."

Griffiths claims that a lot of the major players in the music industry are leaving London, whereas a few years ago it would have been professional suicide. "I used to have to club it every night to conduct business, whereas now I can live in an incredible setting in the peace and quiet, going to the coolest and trendiest parties in amazing settings with real people and keep London as a novelty."

Another effect of the hype is that some professionals, such as actress and Brighton resident Joanne Good, are starting to feel pressurised into returning to London to be at the "hub". Having discovered that her preferred London locations were out of reach of her budget, Good checked out East London because it was said to have street cred. She took one look at the Mile End Road, without a tree in sight, and hot-footed it back to Brighton. "It may be trendy, but living in London since it's been `discovered' is my idea of hell. I find it hard to trust anyone in London. No-one seems genuine anymore, it's like everyone has to have an image." Brighton used to be proud of being referred to as London by the Sea, she says, but it's now an association its proud inhabitants are trying to get away from.

Barn owls are among species that could be affected
charity appeal
After another poor series in Sri Lanka, Alastair Cook claimed all players go through a lean period
cricketEoin Morgan reportedly to take over ODI captaincy as ECB finally wield the axe
Arts and Entertainment
a clockwork orange, stanley kubrick
news... you won't believe how bad their skills were
Have you tried new the Independent Digital Edition apps?
Life and Style
ebookNow available in paperback
Life and Style
ebooksA superb mix of recipes serving up the freshest of local produce in a delicious range of styles
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs General

    Recruitment Genius: Finance Director

    £65000 - £80000 per annum: Recruitment Genius: Finance Director required to jo...

    Recruitment Genius: Medico-Legal Assistant

    £15000 - £25000 per annum: Recruitment Genius: This is a unique opportunity fo...

    Ashdown Group: (PHP / Python) - Global Media firm

    £50000 per annum + 26 days holiday,pension: Ashdown Group: A highly successful...

    The Jenrick Group: Quality Inspector

    £27000 per annum + pension + holidays: The Jenrick Group: A Quality Technician...

    Day In a Page

    Homeless Veterans appeal: 'You look for someone who's an inspiration and try to be like them'

    Homeless Veterans appeal

    In 2010, Sgt Gary Jamieson stepped on an IED in Afghanistan and lost his legs and an arm. He reveals what, and who, helped him to make a remarkable recovery
    Could cannabis oil reverse the effects of cancer?

    Could cannabis oil reverse effects of cancer?

    As a film following six patients receiving the controversial treatment is released, Kate Hilpern uncovers a very slippery issue
    The Interview movie review: You can't see Seth Rogen and James Franco's Kim Jong Un assassination film, but you can read about it here

    The Interview movie review

    You can't see Seth Rogen and James Franco's Kim Jong Un assassination film, but you can read about it here
    Serial mania has propelled podcasts into the cultural mainstream

    How podcasts became mainstream

    People have consumed gripping armchair investigation Serial with a relish typically reserved for box-set binges
    Jesus Christ has become an unlikely pin-up for hipster marketing companies

    Jesus Christ has become an unlikely pin-up

    Kevin Lee Light, aka "Jesus", is the newest client of creative agency Mother while rival agency Anomaly has launched Sexy Jesus, depicting the Messiah in a series of Athena-style poses
    Rosetta space mission voted most important scientific breakthrough of 2014

    A memorable year for science – if not for mice

    The most important scientific breakthroughs of 2014
    Christmas cocktails to make you merry: From eggnog to Brown Betty and Rum Bumpo

    Christmas cocktails to make you merry

    Mulled wine is an essential seasonal treat. But now drinkers are rediscovering other traditional festive tipples. Angela Clutton raises a glass to Christmas cocktails
    5 best activity trackers

    Fitness technology: 5 best activity trackers

    Up the ante in your regimen and change the habits of a lifetime with this wearable tech
    Paul Scholes column: It's a little-known fact, but I have played one of the seven dwarves

    Paul Scholes column

    It's a little-known fact, but I have played one of the seven dwarves
    Fifa's travelling circus once again steals limelight from real stars

    Fifa's travelling circus once again steals limelight from real stars

    Club World Cup kicked into the long grass by the continued farce surrounding Blatter, Garcia, Russia and Qatar
    Frank Warren column: 2014 – boxing is back and winning new fans

    Frank Warren: Boxing is back and winning new fans

    2014 proves it's now one of sport's biggest hitters again
    Jeb Bush vs Hillary Clinton: The power dynamics of the two first families

    Jeb Bush vs Hillary Clinton

    Karen Tumulty explores the power dynamics of the two first families
    Stockholm is rivalling Silicon Valley with a hotbed of technology start-ups

    Stockholm is rivalling Silicon Valley

    The Swedish capital is home to two of the most popular video games in the world, as well as thousands of technology start-ups worth hundreds of millions of pounds – and it's all happened since 2009
    Did Japanese workers really get their symbols mixed up and display Santa on a crucifix?

    Crucified Santa: Urban myth refuses to die

    The story goes that Japanese store workers created a life-size effigy of a smiling "Father Kurisumasu" attached to a facsimile of Our Lord's final instrument of torture
    Jennifer Saunders and Kate Moss join David Walliams on set for TV adaptation of The Boy in the Dress

    The Boy in the Dress: On set with the stars

    Walliams' story about a boy who goes to school in a dress will be shown this Christmas