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In page Holborn:

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There has been attempts by some commercial organisations to rebrand the southern parts of the London Borough of Camden (Holborn, Bloomsbury and St Giles; the former Metropolitan Borough of Holborn) as "Midtown".[1] This area, is notionally in the very middle of London, being situated between the Westminster and the City,[2] but this Americanisation has been widely criticised and not accepted or used by Londoners.[citation needed]