[3] The bulk of Chelsea, especially the east end more local to Sloane Square, is architecturally and economically similar to South Kensington, Belgravia, St James's, and Mayfair.

Estates on all sides are made up of ornate, luxuriously furnished private apartments set behind railings — a minority of these remain combined to form large townhouses, primarily in amongst those of rows of not more than four storeys.

Gothic, classical and Edwardian architecture mix; the area has grown piecemeal, including in infill, under strict character and aesthetic demands of local urban planning.

In sociology, a small social class of London has since the 1980s been cast and to some extent outcast as Sloane Rangers or Sloanies, relatively young, underemployed and ostentatiously well-off members of the upper classes who linguistically have their own evolving lexicon, sloane(y) speak, spoken in received pronunciation.

Some are heavily engaged investors in charities, new businesses and the arts, particularly with the influx of and integration with young, wealthy, foreign-born Chelsea residents.

The pedestrian area leading to Pavilion Road now houses the flagship stores of many luxury brands including Brora and Links of London.

This option was put out to consultation, and the results in April 2007 showed that over 65% of respondents preferred a renovation of the existing square, so the crossroads plan has been shelved.

Made of Portland stone, and designed by an unknown architect, the cross has a capped head on a tapered shaft above a moulded three stage octagonal base.