The location of the apartment is very central to the area and you can't ask for a better location if you are seeking the most excitement and all hours fun, it is like staying in the middle of Times Square in NYC. Not sure that it is family friendly for that reason, having never been to London, I think some less central locations that were quieter would be better for our young family. The apartment itself was decorated nicely but very small compared to the pictures, which I guess is expected for being in the central city. The dinning ware was dirty and stained (cups) and the master bed was so uncomfortable that my wife and I had to sleep in the twin beds and have our kids sleep in the master. Worst of all, there was a MOUSE in the master bedroom that we only noticed the last night. Had we noticed it earlier would have left immediately and it was still very disappointing given how much we spent for this apartment but I guess this is the gamble you take with AirBnb. This was obviously a full-time rental on AirBnb, not something that was lived in by its owners.