Residents in Harlesden are reaping the benefits of the 'Amandaland effect' – claiming their neighbourhood has become more upmarket since the BBC sitcom launched. The Motherland spin-off follows Lucy Punch's character as she relocates to the North West London area from leafy Chiswick following her divorce. In the programme, main character Amanda describes the area as 'gritty' and quite a step down from her previous home. However, she attempts to transform its image by rebranding it South Harlesden – or SoHa. And locals say that, in reality, Harlesden is experiencing an upward trajectory – with the show bringing increased attention to the neighbourhood.
Local Perspectives on the Show's Impact
Clovis Stephenson, 55, a local landlord, said: 'I think the show is going to be good for Harlesden. It has brought it up. This is an up and coming area so it has put it on the map. Everybody is going to know it now.' The landlord added: 'It is a good representation. We do have some really big houses here. Some properties are going for millions. Parts of this area are definitely coming up. It is rising. This is going to be an amazing area. It is a bit like Brixton, that used to be bad but now it is very popular.'
Estate Agents Confirm Trend
Amandaland showcases the tension between gentrification and established local culture, with Amanda promoting the idea that the area is experiencing an uplift. The sitcom suggests that a number of young professionals are relocating to the Victorian neighbourhood as gentrification takes hold. Estate agents based in Harlesden confirm this trend is emerging, with buyers hunting for affordable properties to maximise their investment. Property values in Harlesden averaged £487,940 over the past year, according to Rightmove data.
Brandon Ramlal, 22, a local property consultant, said: 'Friends of mine have been saying about SoHa. I thought the show was funny. I am glad to hear that they are not ripping Harlesden apart. There always has been a great community here, and hopefully that doesn't change.' He added: 'There are a few more younger buyers now. It is a good time to buy because prices are down. Families are still buying houses here because they can get more for their money.'
Sabrina Magrini, 41, who works in a restaurant on the high street, is a former estate agent herself. She added: 'A lot of people come in from other areas to upsize their houses here. There are lots of families moving in from Notting Hill. I wouldn't say it is bad. There are lots of Victorian houses everywhere. It is up and coming. It is close to everywhere. It is a very cosmopolitan area. I would say it is quite a lively place. Some locals don't feel very safe, but I would say it just takes getting used to.'
Mixed Reactions from Longtime Residents
The series was actually shot in Islington and Muswell Hill, with social media users saying the streets were decorated with litter and discarded trolleys to make it look more downtrodden. On the streets of Harlesden today, litter and discarded trolleys could be seen across the pavements. Yet local Wayne Corriette says he was delighted by how the show captured a different side of Harlesden – and he has even added SoHa to his posters. The 50-year-old chicken and waffle salesman said: 'I think Amandaland is really good. I hope they continue it, I watched it with my mum. When you open the internet and look at Harlesden it is always negative about the area. The show gives a different perspective.' He added: 'I feel like the way that they have put it together is another side of what Harlesden is. It has got such a good community. HS2 is coming so that will make a huge difference. It is up and coming constantly. It is definitely moving in that direction, it is just moving slower than everywhere around it.'
Not all residents share his optimism, however, with some suggesting the area remains dangerous and neglected. Gerald Gallahad, 87, who has lived in the area for 32 years, said: 'I moved to this road three decades ago, and if I could do it again, I wouldn't live on this road. It has changed so much, especially the people. It has become run down because the council don't do anything. They have left the roads falling apart. It has just gone downhill.' Gloria, a mum-of-four and former preacher who has spent virtually her entire life in the area, added: 'I have lived here for 50 years, and it has changed a lot. We have a lot of people on the street begging now. I have heard of people stabbing each other and robbing each other, but I have never seen it.'
