Massive Blaze Hits Guy Ritchie’s Lore of the Land Pub
Firefighters rushed to the Lore of the Land pub on Conway Street after a fierce blaze tore through the building’s extraction system. The fire broke out midday, sending smoke billowing through the famous Fitzrovia area.
Huge Fire Response on Scene
Ten fire engines and around 70 firefighters from Islington, Euston, and Kentish Town rushed to tackle the inferno. The London Fire Brigade confirmed the massive response, saying: “Ten fire engines and around 70 firefighters and officers are tackling a building blaze on Conway Street in #Fitzrovia.”
A road closure has caused traffic chaos, blocking access near the scene.
Guy Ritchie’s Pub in Flames – No Injuries
The Lore of the Land is owned by film director Guy Ritchie, who also owns another nearby property in Fitzroy Square. It’s unclear if he was at the pub when the fire erupted.
Station Commander Jason Frisby, leading the response, said:
“The fire is within the extraction system from the first floor to the roof vent. No one has been injured.”
“Access to the seat of the fire is challenging and very labour intensive. The number of fire engines at the scene reflects the need for a high turnover of firefighters wearing breathing apparatus.”
Investigation Underway as Cause Remains Unknown
The fire brigade was called at 12:15pm. Crews are still battling the stubborn blaze.
The cause is yet to be determined, with an investigation now underway to figure out what sparked the fire in one of Fitzrovia’s well-known pubs.
