Very high marks for James' apartment in Fitzrovia.
Location: excellent. In the Fitzrovia neighborhood which is very central and a five minute walk to either the Oxford Circus or Goodge Street underground stops. The area has an abundance of interesting cafes, coffee shops and restaurants. For coffee aficionados, I'd recommend Kaffeine (open the earliest in the morning) and Attendant Coffee Roasters (in an underground, former victorian public bathroom). Both of these are one block away on Great Titchfield Street. We had very good Thai takout one night from a cafe about 15 seconds around the corner.
Apartment: very clean, well-designed and well-constructed. Has somewhat of a corporate feel to it but very comfortable nonetheless. We appreciated the motion-detected lights in the hallway and bathroom during the nighttime hours, something that is not common in Airbnbs in the US. And most importantly, the bedding was excellent: a firm mattress with a pillow top layer and a cozy comforter.
The building faces the main street but is not very noisy at night; the bedroom is in the back of the apartment and faces the rear of other buildings. There are blackout shades so you get a quiet and dark sleeping experience.
We're back in London in a week after travelling around the north of the country but unfortunately this apartment was already booked for those dates. We would have taken it again in a heartbeat.