London:
A city of many characters
Beyond bridges and boroughs, London’s true character is best expressed by the people who call it home
DISCOVER THE CHARACTERS OF LONDON by USING THE MAP BELOW
- Marylebone
- Shoreditch
- Chelsea
- St James’s
- Greenwich
- Notting Hill
- Mayfair
Welcome to London
As much a city of people as it is of places, London’s pulse is set by the habits, rituals and quirks of those who call it home. Among high streets and hidden gardens, glass towers and Georgian terraces, each face adds another tile to the city’s shifting mosaic. Some polished, some playful, others both – and together they form a capital whose energy is constant, whose spirit is layered and whose story is still being written.
Burberry and London
Burberry’s proud history is stitched into the very fabric of London. At 121 Regent Street – a storied Grade II-listed address that was originally an art gallery and later a cinema – Burberry’s global flagship is less a shop than a landmark, where tradition and modernity cross paths over sharp tailoring and smart accessories. Stepping inside feels less like browsing and more like joining a conversation the city has carried on for more than a century: about craft, character and the quiet assurance of being impeccably put together.
Soft Power Couple
— Marylebone
Effortlessly well-connected and put together, the Soft Power Couple embody Marylebone’s quiet confidence. Their days are a steady circuit of oak-panelled bookshops, artist talks and dinner parties, all handled with the same calm diplomacy.
They favour polish over posturing, conversation over spectacle and charm over noise. In a village where Georgian order meets cosmopolitan ease, even stepping out for a coffee becomes a social summit – a moment to keep neighbourhood relations in order.
1 — The Monocle Shop
From travel guides to stationery and scents, it’s a reminder that good reading and good living are best enjoyed side by side.
34 Chiltern Street
monocle.com
2 — St. John
White tablecloths, Worcestershire sauce and a nose-to-tail menu that rewrote the rules of British dining.
98 Marylebone Lane
stjohnrestaurant.com
3 — Daunt Books
There’s more here than the famous tote, step into a sea of shelves that make up a haven of literature.
84 Marylebone High Street
dauntbooks.co.uk
Pace Setter
— Shoreditch
Forever chasing a personal best, the Pace Setter runs on a mix of caffeine, endorphins and deliveries of new running gear. Their routes are plotted as carefully as their playlists, taking in canal paths, city backstreets and sunrise breaking between converted warehouses.
Like Shoreditch, they’re known for energy, momentum and a touch of showmanship – always moving, always a step ahead of the pack.
4 — Ozone Coffee
A Shoreditch stalwart where beans are roasted on site, flat whites are perfected and the morning buzz sets the day’s pace.
11 Leonard Street
ozonecoffee.co.uk
5 — Jolene
Don’t be put off by the queue – it moves quickly and you’re rewarded with seasonal pastries and other surprising bites.
67 Redchurch Street
jolenebakery.com
6 — The Knave of Clubs
The Camberwell Arms team has finally brought honest cooking and a convivial crowd north of the river.
25 Bethnal Green Road
ozonecoffee.co.uk
Retired Socialite
— Chelsea
Always impeccably put together, the Retired Socialite has traded nightclubs for neighbourhood lunches and evening soirées for Saturday morning coffee catchups.
Their Castleford Trench remains a constant, as does their knack for knowing the city’s movers and shakers. Under it all lies a universal charm that works on everyone they meet – the very essence of Chelsea’s enduring allure.
7 — V&A South Kensington
The city’s grand repository of design, constantly refreshed with exhibitions that get London talking.
Cromwell Road
vam.ac.uk
8 — Modernity
Chelsea has always prized good taste at home, and Pimlico Road’s Scandinavian trove proves the point with every piece of Nordic design on offer.
Newson’s Yard, 57 Pimlico Road
modernity.se
9 — Café Linea
Leisurely lunches are an art here, particularly at a sunlit table in the square with plenty of wine.
90 Duke of York Square
linealondon.com
Gallery Goer
— St James’s
A fixture at every private view, the Gallery Goer drifts between openings with the ease. They live for the art world in full: the work on display, the conversation it sparks and the characters it draws together.
Like St James’s itself, they blend heritage with avant-garde, moving from blue-chip institutions to discreet dealers with equal enthusiasm. They’re cultured, curious and never short of an opinion, just like this district where art and commerce go hand in hand.
10 — Sadie Coles Gallery
A touchstone for the contemporary scene, where exhibitions set the agenda and the crowd is as compelling as the art itself.
8 Bury Street
sadiecoles.com
11 — Dover Street Market
Part department store, part art installation – a multi-floor maze where fashion feels as curated as the many galleries nearby.
18-22 Haymarket
doverstreetmarket.com
12 — ICA Bar
From coffee to cocktails, this is the pit stop that keeps London’s art crowd fuelled.
The Mall
ica.art
Park Rambler
— Greenwich
Unbothered by drizzle or dog walkers, the Park Rambler strides London’s green spaces with the steady conviction of someone who knows the view will always be worth it.
They’re as much a fixture as the skyline itself, trading office shoes for boots as soon as the weekend arrives. Relaxed, steady and reliable, they embody an area that feels like a pocket of countryside – a place where the city pauses to catch its breath.
13 — Greenwich Park
A brisk hillside climb opens up to sweeping views of the capital, prooving that London’s most remarkable vantage points are best earned on foot.
14 — Golden Chippy
Crisp batter, proper chips and fussfree service – a post-walk reward that makes every step worthwhile.
62 Greenwich High Road
thegoldenchippy.co.uk
15 — Design District
A different kind of ramble: swapping oaks for architecture and finding that the terrain of design studios is just as rewarding.
Soames Walk
designdistrict.co.uk
Freelance Foodie
— Notting Hill
Forever juggling project briefs and side hustles, the Freelance Foodie knows that deadlines can wait but reservations cannot. Thankfully, the Notting Hill area favours those with nimble schedules and curious palates.
Here, pastel terraces hide natural wine bars, market stalls double as test kitchens and every café hums with someone’s next big idea. It’s a neighbourhood that’s creative, restless and hungry for what’s next.
16 — Canteen
West London dining at its most precise – effortless food, seamless service and bookings that feel like a minor triumph.
310 Portobello Road
17 — Supermarket of Dreams
Corner-shop in size but far from it in spirit. This pantry is technically out of bounds but that doesn’t stop Notting Hill locals from stopping by to stock up on delicacies.
126 Holland Park Avenue
18 — The Pelican
A Victorian pub lovingly restored, with wood panelling, good ale and a menu that invites you to linger over another round.
45 All Saints Road
thepelicanw11.com
Founding Member
— Mayfair
Bold, social and as immaculately tailored as their Chestwood Trench, the Founding Member has long been a part of London’s inner circle. Their name is etched into the ledgers of Mayfair’s stalwart clubs, yet they’re equally at ease ushering friends into a bar behind an unmarked door.
Always in the right place at the right time, they embody a neighbourhood where heritage and modern indulgence are never far apart – and where charm is the ultimate membership card.
19 — The Twenty Two
A manor-turned-members’ club, where the social set recline on banquettes to sip strong cocktails.
22 Grosvenor Square
the22.london
20 — The Dover
Polished but never stiff, this dining room blends Mayfair tradition with modern ease while offering smart cooking without the starch.
33 Dover Street
thedoverrestaurant.com
21 — Mount Street Printers
A palace of embossed cards, engraved invites and elegant typefaces, proving that in Mayfair, first impressions begin on paper.
4 Mount Street
mountstreetprinters.com
Keys to the city
Unlock London with these tips on getting around, talking the talk, checking in and catching the cultural moments that count – everything you need to live like a local.
Move
How to skip the traffic, dodge the drizzle and mind the gap.
Underground
Fast and frequent, the Tube takes you almost anywhere with the simple tap of a bankcard. And when it comes to the crush of rush hour? Keep calm and carry on.
Black cab
An enduring icon of London’s streets. Black cab drivers must pass the “Knowledge”, a test of skills to navigate the city, and their commentary en route is a bonus.
Walk
Londoners walk (at pace) whatever the weather – drizzle, downpour or shine – it’s the surest way to see the city. Slip on your Burberry trench and you will be ready for whatever the city might throw at you.
Bus
Climb upstairs to the top deck for the best seat in town. With this mode, London’s landmarks unfold at an easy, unhurried pace.
Bike
Santander Cycles remain handy in central areas but it’s Lime e-bikes that have become a citywide phenomenon, everywhere from backstreets to parks and towpaths.
Stay
Suites, rooftops and retreats: your London homebase awaits.
The Chancery Rosewood
Once the US embassy, now a luxe hotel where Mayfair’s diplomatic past meets contemporary polish.
30 Grosvenor Square
rosewoodhotels.com
The Ned
A former bank turned hotel, where verdite columns and wooden teller counters line the way to the 250 art deco-influenced bedrooms.
27 Poultry
thened.com
The London Edition
A Fitzrovia rendezvous where the building’s Georgian bones contain a lively lobby, late nights and a calibrated dose of mischief.
10 Berners Street
editionhotels.com
Visit
From fireworks to festivals, the events worth attending.
Bonfire night
An annual evening of bonfires and fireworks inspired by Guy Fawkes, complete with sparklers and toffee apples in London’s parks.
5 November
London Jazz Festival
The city comes alive with music across clubs, bars and concert halls as global stars and homegrown talent take to the stage.
14-23 November
efglondonjazzfestival.org.uk
London Art Fair
Explore a crisp edit of works from more than 120 leading modern and contemporary galleries, brought to life via an insightful programme of art talks and tours.
15-19 January 2026
londonartfair.co.uk
Speak
Slang defined: a lexicon for sounding suitably local.
Boozer: pub
Brolly: umbrella
Chippy: fish and chip shop
Fiver: five pounds
Fry-up: cooked breakfast (especially a full English)
Knackered: very tired
Quid: one pound
Ta: thank you