The 'Amandaland effect' appears to have hit north-west London as the hit BBC show brings property prices up and has gentrified the district of Harlesden. The comedy, a spin-off from Motherland, follows Lucy Punch's character Amanda as she moves to the district from Chiswick after her divorce. Although she initially describes Harlesden as 'gritty' and a downgrade from her former neighbourhood, she makes it her own by renaming it South Harlesden, or SoHa.
Now, residents of the district say the real-life Harlesden is on the up and have credited the show for bringing more people to the area. Local landlord Clovis Stephenson, 55, said she believes Amandaland 'is going to be good for Harlesden.' She said: '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. It is a good representation. We do have some really big houses here. Some properties are going for millions. It is rising. This is going to be an amazing area.'
In the BBC hit Amandaland, title character Amanda pushes the narrative that Harlesden is beginning to improve and suggests many youngsters are moving there as it becomes more gentrified. Local estate agents say this narrative is becoming reality, with people buying real estate while prices are still reasonable. According to Rightmove, house prices in Harlesden have an overall average of £487,940 over the last year.
Local property consultant Brandon Ramlal, 22, 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. 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.'
Ex-estate agent Sabrina Magrini, 41, added that many families are relocating to Harlesden to buy larger homes. She said: '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.'
Indeed, other residents of Harlesden confessed it can be run-down and dangerous, and suggested Amanda's initial impression of the district to be more accurate. 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.'
Amandaland is not filmed in Harlesden, but rather in Islington and Muswell Hill. Social media users have previously pointed out that the set has been decorated with litter and discarded trolleys to make it appear more authentic to the district. However, Harlesden local Wayne Corriette said that he loved how the show portrayed this side of Harlesden too, 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. 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.'
