Salim is the consummate host, showing not only great flexibility for check-in time but also providing snacks upon arrival. The apartment itself is incredibly comfortable with two legitimately large beds and two bathrooms. Our group consisted of two adult couples, one being 7 months pregnant, and room was not an issue. The kitchen is very usable, and the amount of refrigerator space provided is terrific. Directly outside of the flat, cafes abound and a convenience/grocery store is within a block. I would note that the flat is located on a true city street with traffic and pedestrians both day and night. This does not impact sleeping at all, as the windows in the bedrooms face out onto a garden, but it's quite different then the residential blocks behind it.
The neighborhood is a great jumping off point for the rest of London with two tube stations very close by and easy Uber access. Within a very short walk: the FANTASTIC British Museum with a bevy of pubs/restaurants right outside it, several local pubs like the Lamb on Conduit St. in the other direction for a "quiet night in", and the Soho neighborhood for theatre, China Town, and people watching.
In summary, Salim made us feel safe and looked-after which are great qualities for a host. The flat itself, is well sized and comfortable. It is a real, lived-in flat, so expectations should be set accordingly, but it has terrific character and it was clean. If we were to find ourselves in Bloomsbury again, Salim would be our first call.