New Soho Loft – Apt 2 by Indigo Flats

First Impressions

New Soho Loft – Apt 2 by Indigo Flats sits right in the heart of one of London’s most buzzing neighborhoods, and honestly, the location alone makes it worth considering. When I first walked up D’Arblay Street, I was struck by how you’re literally steps away from the creative energy of Soho without being stuck in the tourist mayhem. The building itself has that classic London charm — you know, the kind where you feel like you’re stepping into a proper local experience rather than just another hotel stay.

The Space

This three-star apartment really delivers on the loft promise. The space feels genuinely spacious for London standards, with high ceilings that make you forget you’re in a city where most places feel like shoeboxes. What I loved most was the kitchen setup — it’s actually functional, not just decorative like so many serviced apartments. You can properly cook here if you want to save some pounds or just fancy a quiet morning coffee before heading out to explore.

The room layout works really well, especially if you’re traveling with someone else. There’s enough space to spread out your stuff without tripping over each other, and the windows let in decent natural light — something you definitely don’t take for granted in central London.

Location Perks

Here’s what the guidebooks won’t tell you: D’Arblay Street puts you right between the shopping madness of Oxford Street and the artsy vibe of the galleries around Fitzrovia. I mean, you can walk to Liberty in about three minutes, but you can also duck into some of Soho’s hidden pubs that most tourists never find. The area actually quiets down at night too, which is surprising given how central you are.

Neighborhood Reality

Let’s be real — Soho can be intense, especially on weekends when the crowds descend. But staying here means you get to experience it properly, not just rush through during the day. Early mornings are magic when you can wander the narrow streets before the chaos starts. Plus, the food scene is incredible — from proper Italian spots on Frith Street to some of the best coffee in the city just around the corner.

Why Guests Love It

The thing about this place is that it strikes a balance that’s hard to find in London. You get the independence of having your own space with all the benefits of being right in the middle of everything. The 8.3 rating makes sense when you consider what you’re getting for the price point — it’s not trying to be fancy, but it delivers exactly what it promises. Perfect for travelers who want to live like a Londoner for a few days rather than just visit.