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@mashton
It's been called midtown for yonks.
I used to live on New North St, just by Lambs Conduit St. A hilarious huge banner went up where the buildings cross over Procter St, declaring it "The most exciting new street in Midtown". Which was odd, as it is a boring, traffic strewn thoroughfare to nowhere and it is in no way new.
This was back in 2008 or so.