Waymouth , a free - lance journalist , came up with the name .
Waymouth , a free - lance journalist , was offered the premises at 488 Kings Road , Chelsea , London , a previously unfashionable part of the road known as the World 's End .
Waymouth , a free - lance journalist , came up with the name and was offered the premises at 488 Kings Road , Chelsea , London , a previously unfashionable part of the road known as the World 's End .