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More often than not, 'Swinging London' is the birthplace of design's most cutting edge trends, the most successful and popular cultural events, the 'coolest' lifestyles. How could it be otherwise? London is one of the most intercultural metropolis in the world, a city that for centuries has welcomed thousands of people coming from every corner of the planet, and absorbed their traditions, feelings and lifestyles. A cosmopolitan lifestyle, informed by a subtle balance of tradition and innovation - that is the unique character of the London way of life.