There are some real plums in the area: Somerset House and the Courtauld Institute of Art, the Savoy and Adelphi theatres, the Savoy hotel and exceptional churches: St Mary le Strand, Christopher Wren’s St Clement Danes and the medieval Savoy Chapel. But these gems are considered separately, not linked together as some identifiable, unifying location. And, like so much of London, the buildings seem to turn their back on the river. The Northbank BID aims to turn the clock back to the 1920s, when the Strand was the fashionable centre of London. The street was still chic enough to lend its name to Strand cigarettes in 1959 — ‘You’re never alone with a Strand’ — and the mysterious dance recommended by Roxy Music in the 1973 hit ‘Do the Strand’. Somewhere over the past 40 years, the Strand lost its mojo and became little more than a mile-long traffic jam. ‘There’s going to be an enormous transformation,’ says Ruth Duston, chief executive of the Northbank BID. ‘There’ll be more pedestrianisation, and a radical rethink of traffic management to make things easier for pedestrians and cyclists. We’re going to green the area, too, and stop the Strand being an urban motorway.’