No one knows quite what to call it. Fitzrovia? The Garment District? But whatever its eventual moniker, the patch of streets northeast of London’s retail mecca Oxford Circus—home of Topshop and H&M—is quietly becoming the city’s newest contemporary art hub. Several trendsetting players who have lately taken up residence: Alison Jacques, whose artists include Turner Prize nominee Catherine Yass; Jake Miller, founder of the cutting-edge The Approach in East London; and leading contemporary gallerist Stuart Shave, who in April opens his newest space on Eastcastle Street with a show by British painter Nigel Cooke.