SG Soho & Oxford Street Central Apartment

First Impressions

Walking up to SG Soho & Oxford Street Central Apartment on Newman Street, you immediately get that “I’m in the heart of everything” feeling. This four-star property sits right where you want to be in London — honestly, the location score of 9.3 isn’t just marketing fluff. I mean, you’re literally steps away from Oxford Street’s shopping madness and Soho’s buzzing restaurant scene, but Newman Street itself is surprisingly quiet for being so central.

The Apartment Experience

What I love about this place is that you’re getting an actual apartment rather than just a hotel room — there’s something refreshing about having your own space in London’s pricey center. The kitchen setup means you can grab groceries from the nearby Marks & Spencer (there’s one practically around the corner) and actually save some money instead of eating out for every meal. The apartments feel modern without being sterile, and you know what? The soundproofing is better than I expected given how busy this area gets.

Location Magic

Here’s the thing about staying right here — you can walk to Tottenham Court Road station in about three minutes, which connects you to the Elizabeth Line and Northern Line. Oxford Circus is literally a five-minute stroll, and if you want to explore Fitzrovia’s quieter cafes or head into Soho for dinner, everything’s walkable. I’ve noticed couples seem to particularly love this spot (they rate it 8.9 apparently), and I get why — there’s something romantic about being able to wander through different London neighborhoods without dealing with the tube constantly.

The Neighborhood Vibe

Newman Street has this perfect balance where you’re central but not completely overwhelmed by tourists 24/7. During the day, you’ve got office workers grabbing coffee and people heading to the BBC Broadcasting House nearby. In the evenings, it quiets down nicely while still being close enough to hear the energy from Oxford Street and Soho. There’s a decent restaurant called Roka just a few streets over if you want something special, or you can pop into any of the countless pubs scattered around Fitzrovia.

Why Guests Love It

The 8.7 rating makes sense when you experience how everything just works here. You’re not paying West End hotel prices for a tiny room, but you’re getting that prime location that lets you walk everywhere worth seeing in central London. The apartment setup means you can spread out, store your shopping bags properly, and actually feel like you’re living in London rather than just visiting. Plus, there’s something satisfying about telling people you’re staying “right off Oxford Street” — it sounds impressive, and honestly, it kind of is when you realize how perfectly positioned you are for exploring the city.