Until recently, Brick Lane was a late-night destination you travelled to for the after-hours bars or a secret location electro-party. Invariably followed by a world-beating salt-beef bagel or curry depending on what time of night you leave.

Yet the area's famed east-meets-west multiculturalism has been getting an overhaul in recent weeks as 'Banglatown' welcomes some big players from the other side of town.

The bowling alley-cum gig-cum club venue-cum diner All Star Lanes is opening its third London branch here imminently. This time, expect a more brick-exposed warehouse feel than the retro-styling of its Bloomsbury cousin. Meanwhile, Notting Hills seminal Rough Trade records has also set up shop on Brick Lane.

Even Penguin, the long established book publishers, has temporarily moved its HQ to the area. In a nod to its edgy new surroundings, Penguin are publishing some classic books with blank covers for the public to scribble their own designs, roping in Razorlight, Beck and The Dragonettes to kick-start the initiative along the way.

But to prove that Eastenders can still look after their own, Lulu Kennedy, the creator of Brick Lanes Fashion East showcase is now heading the powerful member selection committee for the neighbouring (and super-hip) Shoreditch House.