[Sponsored Article] London streets are said to be paved with gold, but while those seeking their fortunes in the UK capital used to flock to the city center and the West End, today's entrepreneurs and creative professionals are increasingly favoring the East End – particularly the booming tech hub nicknamed 'Silicon Roundabout.' Officially called East London Tech City, this dense digital cluster of technology firms centered around Old Street station in Shoreditch is the UK's answer to Silicon Valley. It even shares some of the same tenants, with the likes of Cisco, Facebook, Google, Intel and Microsoft all having staked their claims in one of Europe's leading tech hubs, amid other established firms and thousands of startups. With professionals and companies of all sizes being eager to move into the area, the Shoreditch property markets are now among the fastest growing in London. Jones Lang LaSalle (JLL) forecasts price and rental growth in Shoreditch to outpace Central London over the next few years, especially with the arrival of the new high-speed Crossrail service at nearby Liverpool Street, Moorgate and Whitechapel stations that will make travel across the city and to London airports even more convenient. Innovation district Close to London's financial center and with excellent transport links, Tech City could not be more conveniently located for doing business in London's creative East. JLL predicts that East London will be one of the UK's most important growth drivers by 2030, thanks in large part to this enterprising young tech hub. This well-connected neighborhood has been occupied by technology and media companies since the 1990s, but it took the sweeping changes of the 2008 recession to take it to the next level. With many established firms closing and bright young startups moving in to take advantage of cheaper rents, a new hub of innovation emerged that quickly caught the industry's attention. Since 2010, heavy investment from multinationals and local and national government have created a leading tech hotspot for Europe that's going from strength to strength. Home to the largest concentration of startups outside New York and San Francisco, Tech City has also attracted large global companies like Amazon, which employs 5,000 staff at its premises, and Google's Campus London, a place where entrepreneurs can network and share ideas to drive the industry forward. More co-working communities have sprung up at TechHub, IDEALondon, Second Home and WeWork, a 10-story office block on Old Street that's part of the mixed-use Atlas Building development. London lifestyle The influx of professionals and their families to Shoreditch has seen more investment in local amenities and infrastructure to support the growing community. This revitalized area of historic London offers an eclectic mix of old and new, from the traditional market stalls of Brick Lane and fine dining along Redchurch Street to the trendy coffee shops on Old Street Roundabout itself and the outside-the-box retailing of Boxpark, Shoreditch's pop-up shipping container mall. For families with children, Shoreditch is in the catchment area of some of London's most prestigious schools. Old Street Underground station puts all of London's universities, famous attractions and other places of interest within easy reach – just five minutes from London Bridge in the city center and eight minutes from Liverpool Street for Crossrail services to London City Airport and Heathrow. With high demand for property in Shoreditch close to Old Street Roundabout and Tech City, development is underway on several major residential projects. These include Cuckooz Shoreditch, an art deco cinema converted into apartments for tech workers, and a new 38-story residential tower on Old Street at The Atlas Building, adjacent to the WeWork office tower. The Atlas Building is preparing to welcome its first residents in mid-2019, with a limited number of units still available for overseas property investors. For more information about The Atlas Building and other residential properties in London, click here or contact JLL International Residential at +852 3759 0909 or firstname.lastname@example.org .