37GS Residences

First Impressions

37GS Residences sits right on Golden Square in Soho, and honestly, the location hit me before anything else. This four-star property is tucked into one of those classic Georgian buildings that makes London feel properly London — you know, the kind with those elegant facades that somehow manage to look both grand and understated. The entrance feels more like stepping into a sophisticated friend’s home than a typical hotel lobby.

The Neighborhood

Golden Square is this lovely little pocket that most tourists walk right past, but it’s actually brilliant. You’re literally surrounded by Soho’s energy — Carnaby Street is around the corner, and you can walk to Oxford Circus in about five minutes when you need proper shopping. What I really loved though was how quiet the square itself stays, especially in the evenings when the garden in the center becomes this peaceful refuge from all the West End chaos.

The Apartment Experience

These aren’t your standard hotel rooms — each apartment feels like a proper residence, which makes sense given the name. The kitchen setup was particularly impressive; I mean, you could actually cook a real meal here if you wanted to skip the endless restaurant options outside. The living spaces have this comfortable, lived-in quality without feeling worn, and the bedrooms are sized properly — not like those cramped London hotel room situations where you’re practically climbing over your suitcase.

Local Perks

The staff really knows their stuff about the area, which you don’t always get. They pointed me toward this fantastic little wine bar on Beak Street that I never would’ve found otherwise, and their restaurant recommendations were spot-on — places that locals actually go to, not just the obvious tourist traps. There’s also parking nearby if you’re brave enough to drive in central London, though honestly, you won’t need a car from this location.

Why Guests Love It

That 9.3 rating makes complete sense once you’ve stayed here. It’s the combination of having your own space but with hotel-level service when you need it. You can spread out properly, make coffee at your own pace in the morning, but still have someone to help sort out theater tickets or dinner reservations. The building itself has character — those high ceilings and period details that remind you you’re staying somewhere with actual history, not just another modern box.