Location, location, location. If you've been to London a few times and want to be away from all the crazy tourist attractions, this is where you want to stay. I absolutely loved staying in the neighborhood. Good transportation options and nearby bar/restaurant options. It's spacious and gets good light yet stays very cool during the summer. I would definitely stay here again. It's pricey but worth it. Kitchen is stocked well and a huge bonus point for the actual dryer.