Super-clean, modern and very cool. However, potential guests should know that this is basically a new hotel with lots of small rooms with some basic cooking facilities – they're not 'apartments' and the photos shown won't necessarily be of your room. Mine, although very neat, well designed and well-specced, didn't look anything like the photos (and was very tiny!) Having said that, it's a great part of London to be in, I liked all the 'arty' touches and it's really great that there's staff on the front desk 24/7. I would book again.