Increasingly, it has been seen that companies are choosing to locate south of the river, acquiring new office space in SE1. A large factor as to why offices in Southbank have become so appealing is rent: so many of Central London’s key areas, such as the West End, achieve comparatively high rents – it is not unusual to see offices in Soho reaching £57 per square foot, and even £92 per square foot in St James’s. As a result many businesses have felt priced out of more popular and traditional areas, and have instead decided to move south.