Notting Hill stages remarkable rise to 'super prime' status

A real estate specialist has published a new list of London's most sought after areas, offering insight into the remarkable evolution of certain neighbourhoods.

The new listing from Estate Agent Savills has revealed that Notting Hill, once considered a dangerous neighbourhood to walk around, is now one of the most desirable 'super prime' areas in the capital.

The area was one of London's most deprived in the 1950s, but the Savills 2007 report revealed that it now ranks alongside Belgravia, Knightsbridge and other exclusive suburbs in the top category for property demand.

Notting Hill's story reflects the potential for change in London's rapidly evolving and expanding property market, with the vibrant and multicultural nature of the area – as seen in its carnival – gaining in appeal.

Also important may have been the immortalisation of the area through the Notting Hill movie that made it forever associated with the glamour of Hugh Grant and Julia Roberts, while the timeless attraction of Portobello Market is also likely to have weighed in.

Yolande Barnes, the director of research behind the Savills report, claimed that cultural symbols, a recognisable centre and a consequent sense of identity were what made an area like Notting Hill super prime.

"If you look at the prime areas they can all be described as urban villages. The important thing is that they have their own distinct character and identity," she said.

Published 30th November, 2007