Spitalfields Market is more than just a shopping destination—it’s a living, evolving cultural landmark. We caught up with Jana Scholtzova, Spitalfields Estate Communications & Events Operations Manager, to discuss the market’s rich history, its collaboration with SXSW London and the Fashion District Festival. From Norman Foster-designed stalls to cutting-edge immersive fashion, Spitalfields continues to define what it means to be a creative hub in the heart of East London.
Tell us a short history of Spitalfields Market.
Spitalfields has been a hub of trade and creativity since the 17th century, home to silk weavers, artists, rebels, and entrepreneurs. From its origins as a place of craftsmanship and commerce, it has continually reinvented itself through waves of cultural change. Today, it continues that legacy as one of London’s most dynamic marketplaces, where heritage meets innovation. With its mix of independent traders, curated retail, dining, and cultural events. Spitalfields has grown into a thriving multi-use destination whilst sustaining its role as a creative engine for the East End and beyond.
What’s going on here with SXSW week? You have Mei Hui, Fashion District, and IODF
This year, SXSW is partnering with the Fashion District Festival, which is hosting its vibrant programme right here at Spitalfields—perfectly timed as SXSW expands into East London. There’s a natural synergy between both platforms: bold ideas, new talent, and future-thinking design. Mei Hui, a long-standing member of the Spitalfields creative family, is hosting market stalls featuring sustainable designers for the festival to champion upcycling, independent labels, and wearable art. Alongside IoDF’s immersive work on identity and digital fashion, it’s a week where Spitalfields becomes a living, breathing creative crossroad.
We love the market stalls. I heard they’re designed by Sir Norman Foster. Can you tell us more?
While the iconic stalls in Old Spitalfields Market were designed by Foster + Partners, Sir Norman Foster has played a broader role in the redevelopment of the area since around 2005. His architectural vision helped shape the evolution of the market district, balancing heritage with contemporary design.
How are new vendors selected?
We look for originality, quality, and a strong story. Whether it’s a fashion label, artisan food, or design piece, we support bold voices that reflect London’s diversity and creativity.
How has the market changed over the past 20 years, and what are the future plans?
Spitalfields has evolved from a local market to a global destination—without losing its independent spirit. The future? More sustainability, digital integration, and space for rising artistic talent.
Congratulations on being on the map for the first edition of Foldthe.world. How did it all come together?
It began with a shared love of discovery and storytelling. Foldthe.world is about showcasing experiences, not just places, something Mei has been doing in Spitalfields for years. Her deep-rooted connection to the market, along with her eye for emerging talent and sustainable design, made her an essential part of this collaboration. Spitalfields, with its blend of heritage and creativity, is the ideal partner to bring this first edition to life.
What does Foldthe.world mean to you?
It’s about slowing down to see more. A map that becomes an artwork, a guide that becomes a keepsake. It helps you lose your phone and find your world.
xxx
This interview is part of Foldthe.world series. Foldthe.world is a collectable art poster distributed around Shoreditch, combined with curated insiders map helping you to shorten distance and time made by TOANDPARTNERS productions and supported by Made in Shoreditch Magazine.
Follow @foldthe.world on Instagram for the latest updates, interviews, and new additions to the creative map of East London.
