The magic roundabout

February 12, 2010

Ah, the perils of place branding. Wired have re-upped their ‘Silicon Roundabout’ story, highlighting the cluster of tech and new media firms around the Old Street / City Road junction in East London (thanks to Eric and Mat for pointing me to it).

The magazine reckons there are now about 85 firms in the neighbourhood, including Dopplr, last.fm and moo.com (who make my lovely business cards). That’s exponential growth since Matt Bidduplh’s original 2008 map. Along the way it’s picked up a Wikipedia entry, props in the FT and a (slightly self-conscious) support group.

 There’s only one problem here. Almost none of the firms are *actually on the roundabout*, or even near it. Look at Wired’s picture again. These companies are almost all down the road in, er, Shoreditch – or in one case, way out in Bethnal Green.

Obviously ‘Silicon Roundabout’ is a good meme (here I am writing about it, after all). And it means people don’t have to say they work in Barley-esque Shoreditch. But it fails completely as a descriptor for a real cluster, or even a spot on the map. It’s also nothing like Silicon Valley, which is a continuous sprawl stretching halfway across the Bay Area, including several cities along the way. Silicon Roundabout is  Trumpton to the South Bay’s Sim City. But that’s another story.

One Response to “The magic roundabout”


  1. […] estimate, Silicon Valley covers 1300 square miles. To put point 2) another way, no science park (or Silicon Roundabout) is going to be the next South […]


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