Mocking Slough has become a national sport ever since John Betjeman’s catchy 1937 poem entitled Slough: ‘Come friendly bombs and fall on Slough!/It isn’t fit for humans now.’
It’s an easy game to play – we’re brilliant at it.
Even though TV’s The Office was not filmed in the town – the opening credits of the 2001 series did show a dreary Slough roundabout and a heart-sinking office block on its infamous trading estate – the message was loud and clear.
Slough was a dump, an urban dystopia, despite its various claims to fame – some more glamorous than others.
The first zebra crossing was introduced in Slough in 1951; the wheelie-bin was invented locally in 1968; and the first Mars bar produced in 1932.
Then you have Slough railway station, which opened in 1840 following Queen Victoria’s overturning of an Eton College ruling that no station should be within three miles lest the boys be tempted to flee. The station is Grade II listed, as is the nearby Roman Catholic church of St Ethelbert’s, completed in 1910 in the Gothic Revival style.
Yet there is no point pretending Slough is a great beauty, and its downward spiral of recent years has been unmistakable.
The local council went bust in 2021. Meanwhile, the high street’s hideous Queensmere Shopping Centre closed after an Abu Dhabi company bought it but then walked away without even giving it a lick of paint.
Indeed, so dire was the situation that Slough earnt the title of Britain's 'most miserable place to live' in a 2024 Rightmove poll.
Mark Palmer heads to Slough, Berkshire, to find out why it's set to become the nation's hottest new desintation
While the show was not actually set in the Berkshire town, the opening credits to TV's The Office showed a 'dreary' Slough roundabout that sent a loud and clear message to viewers, says Mark
Perhaps that was a positive, however, as Slough might just be on the cusp of greater things thanks largely to a £3.5billion town centre overhaul. This comes after the opening of the striking Curve, a library and cultural centre, in 2016.
‘You won’t recognise the place by 2030,’ says Vineet Vijh of the social enterprise Viva Slough. ‘When I moved here six years ago I told people that I live in Burnham rather than Slough because it has such a bad name. But that’s all about to change.’
Full marks for optimism. I found the youthful town curiously fascinating.
The most recent excitement has been the opening of Mega City (mega-city.co.uk) on the high street, a buzzing £11million entertainment centre spread over three futuristic floors.
Visitors to Slough can check into the trendy Moxy hotel, near the high street
Undergoing a £3.5billion town centre overhaul, Slough recently saw the opening of Mega City on its high street: a lively entertainment centre spread across three floors
Expect games of every kind: laser tag, virtual maze challenges, AR (Augmented Reality) darts and clay-pigeon shooting. Then you have bowling, cricket nets (in high-tech style) and karaoke.
‘We’re hoping people and especially families will come from far and wide to enjoy this new attraction,’ said duty manager Harsh Singh, as I tucked in to a margherita pizza on the second-floor cafe. ‘We want to get across the idea that Slough is a happening place.’
Anyone thinking of an overnight stay can check in to the trendy Moxy Slough hotel (doubles from £70, marriott.com), near the high street. And transport connections are astonishingly good thanks to the Elizabeth Line.
The local economy is picking up, too. Slough has become one of Europe’s digital infrastructure hubs (even if a British version of Seattle might just be pushing it).
Overturning the prejudice, begun by Betjeman, won’t be easy. Hop on the Elizabeth Line for an intriguing insight into this (unfairly) much-mocked spot.