Slough, long derided as one of Britain's dreariest towns, is undergoing a £3.5billion town centre regeneration that its backers say could transform it into a fashionable UK destination by 2030. The Berkshire town has been a target of ridicule since Sir John Betjeman's 1937 poem wishing bombs upon it, a reputation reinforced by its association with the TV sitcom The Office and, more recently, its council's 2021 bankruptcy and the abandoned Queensmere Shopping Centre, which led to Slough being named Britain's "most miserable place to live" in a 2024 Rightmove poll.

Recent developments suggest a turnaround is underway, including The Curve library and cultural centre, which opened in 2016, and the new £11million Mega City entertainment venue on the high street, offering laser tag, augmented reality darts and bowling. Visitors can stay at the trendy Moxy Slough hotel, with rooms from £70, and benefit from strong transport links via the Elizabeth Line. The town's economy is also strengthening, with Slough emerging as one of Europe's digital infrastructure hubs, though locals like Vineet Vijh of Viva Slough acknowledge that shedding decades of negative perception will take time.