After almost half a century as the city's hippest neighbourhood, beginning with the Swinging Sixties, the square mile between Oxford Street, Regent Street, Leicester Square and Charing Cross Road had become somewhat square itself by the dawn of the new millennium - a tired collection of chain bars and neon-lit store fronts.
What started with Punk, has built to an inescapable momentum.
Venture there of an evening now and you'll find some of the city's most innovative new nightspots and most fabulous places to eat.
Mark Ronson and Kate Moss sit sipping drinks in the corner.
Hipsters, musicians, writers, fashion designers and actors - everyone in Ray-Bans and skinny jeans - has come tonight for one thing alone: to savour the atmosphere.
"We have the best hot bars, speakeasies, restaurants and members' clubs," says Nicole Robinson, a senior member of The Insider desk at London's new luxury W hotel.It's Robinson's job to point guests towards the most on-trend nightspots in town - and she is in no doubt.