Shoreditch is an area of East London near Old St tube that was supposed to be the centre of cool artists and whatever from late 90s for the next ten years or so.
The narrative goes that despite being central it was cheap and empty with loads of warehouses and lofts etc a load of artists moved there and used to drink at a pub called Bricklayers Arms and then other places opened to cater for artists and then hipsters went there - enjoying the frisson of mixing with artists on the one hand and salt of the earth working class cockneys on the other, not to mention petty criminals and gangsters who had all worked for the Krays back in the day (they were from there and had huge traditional funerals when they died attended by minor edgy celebrities and locals who all swore that the Krays had loved their mum) and more and more places opened and then average Londoners went there and more mainstream places opened and eventually it was made entirely of clubs, bars, restaurants etc and you had busloads of lads and lasses piling into them from Essex and elsewhere.
Interestingly the first time I went to Russia I DJ-d in a super cool (or at least super expensive and glam) bar in Moscow which was underneath a designer clothes shop. The bar was named Oldditch as a kind of portmanteau of Old Street and Shoreditch and I remember being driven round by one of the promoters who would point out trendily/stupidly dressed Russians and ask me if they had managed to correctly pull off the style of a London hipster.