Primrose Hill is not only where Eluxe’s headquarters lie, but it’s also the best part of London, in my book!
By Chere Di Boscio
It’s arguably London’s most fashionable neighbourhood, whose residents have included Kate Moss, Noel Gallagher, Russell Brand, Gwen Stefani and Lily Allen. Currently, Eva Green, Daisy Lowe, Eliza Doolittle and Laura Stone live here, and even more celebs come to hang out in the many cafes, pubs, restaurants and chic boutiques in the quaint little village.
But Primrose Hill isn’t an area known only for its star-studded streets–it’s now becoming one of the ‘greenest’ areas in London, attracting tourists who want a slice of London life away from the overpopulated, highly polluted centre.
Maybe the old, thick trunked trees in the surrounding, hilly parkland inspired it. Or maybe health conscious stars, fresh off the plane from LA, have had some influence. But there can be no denying the proliferation of eco-friendliness here. Here’s a selection of the best stuff going on the London’s best barrio.
What To See And Do In Primrose Hill
This pioneering vegetarian restaurant chestnut serves its conscious clientele seasonal, local produce cooked up into hearty meals. Spaghetti and ‘meat’ balls, homemade veggie ‘sausages’ and organic mash, spicy ginger pumpkin soup and a decadent chocolate fondant were just some of the recent menu offerings, which change every week. This place fills up days–if not weeks–in advance, so reservations are a must.
The newer kid on the block is a rustically decorated organic spa and restaurant. Stressed out locals take a break in one of the 7 treatment rooms here, where each ache is teased out via massages of various types. Later on, they head upstairs to beautify with an organic mani, pedi or blow dry, and then break for lunch–hard to resist when the menu includes fresh-made veggie juices, crushed avocado on toast, all-day breakfast burritos or homemade soups.
Fancy donning a fringed leather vest that Ms Moss once wore to Glastonbury? Or maybe a pair of Chanel sunnies given to Lily Allen that didn’t suit her? Here, at this beautifully organised charity shop (run by Mary Portas, Queen of Shops), you can recycle treasures discarded by the glamorous locals. Not only is this an Earth-friendly way to shop, but all money raised goes to Save the Children too.
Children go through clothing in, quite literally, months, meaning their parents are forced to buy new stuff all the time. But that’s not really eco-friendly, is it? Especially if you want your little ones to look as cool as you do (as is the case in NW1!). Farrah solves this problem by selling good-as-new pre-loved designer kids wear. Why not get the little ones loving vintage early? Every purchase helps disadvantaged children and teens in Romania.
Possibly the greenest hair salon chain around, Aveda uses only natural products on your mane. Like how they feel? You can buy them in the salon to take home. Staff are well trained and experienced, with many having worked on runway shows and photo shoots, too.
Part of the charm of the area is that there are no hotels in Primrose Hill, really–it’s strictly for those in the know! But don’t despair, there are plenty of private rentals to be found. Just check places like One Fine Stay, Turnkey or Airbnb to rent of the sweetest little bijou apartments that will make you feel like a true local.
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