There's lots of good things about this apartment, so let's start with these.
The location is excellent. It is not located on the main stretch of Oxford Street where most of the shops are, but it is on the cusp of Soho. This means many food options within walking distance (or indeed Deliveroo) and also to theatres where most musicals are located at.
Dirk is very efficient in communicating. He replies fast even on weekends whenever I have any feedback. He is responsive before and during the stay and it was easy to reach him. Check in was by a member of their staff and was seamless.
On to the not so good points.
We knew when we booked the place that the windows cannot be opened to Oxford Street. This means only 1 room out of the entire apartment has ventilation to the outside. We were unfortunate with the weather, it was reported the hottest April in London for 79 years, with temperatures up to 29C. This meant that ventilation was a problem for us. Small fans were provided, (and also an industrial fan which was too noisy to use), and I had to sleep with 3 fans simultaneously blowing at me. On the last day, the temperature dropped to 14C and this made the apartment much cooler and more liveable. This is not the fault of the apartment, I had already known this beforehand, but had to blame it on the unexpected weather (#globalwarming).
When we checked in, Ella who met us told us we had a complimentary cleaning service for our 5 nights stay. We told her a date that they could come in. The same night, Dirk wrote to say there had been a miscommunication and that we were not eligible for the cleaning (only people with 7 nights booking were eligible). That was fine and we were ok with it. However, cleaners entered our house on the previously agreed on date without our knowledge. We came home to an apartment that had obvious entry signs (the bed was made, the towels changed etc.). That wouldn't have been so bad except that valuables and a wallet filled with pounds were left unlocked in the house. Nothing was gone but we were disconcerted that someone was allowed to enter the apartment without our permission. We clarified with Dirk who promise an update on the issue but we have yet to receive it.
TL;DR - Good apartment with fantastic location in cool weather. Communication between the management team can be improved.