Massive Blaze Hits Guy Ritchie’s Lore of the Land Pub in Fitzrovia
Firefighters scrambled to the Lore of the Land pub on Conway Street after a fierce fire ripped through the building’s extraction system. The dramatic blaze broke out just after midday, sending smoke billowing above Fitzrovia.
Huge Fire Response: Ten Engines and 70 Firefighters Battle Blaze
The London Fire Brigade deployed ten fire engines and around 70 firefighters and officers from Islington, Euston, and Kentish Town to tackle the inferno. A road closure is in place, causing traffic delays as crews work to control the fire.
“The fire is within the extraction system from the first floor to the roof vent. No one has been injured,” said Station Commander Jason Frisby.
“Access to the seat of the fire is challenging and very labour intensive. The number of fire engines at the scene is a reflection of the need for a high turnover of firefighters wearing breathing apparatus.”
Owner Guy Ritchie’s Pub Damaged – Investigation Underway
The Lore of the Land, owned by film director Guy Ritchie who also owns a nearby Fitzroy Square property, is now a fire-damaged site. It’s unclear if Ritchie was at the pub when the fire broke out.
The cause of the blaze remains unknown. Firefighters were called at 12.15pm, and a full investigation is now underway to uncover what sparked the flames.
