You know what struck me first about 37GS Residences? It’s tucked away on Golden Square in a way that feels almost secretive – like you’ve discovered something the masses haven’t caught onto yet. I mean, you’re literally in the heart of Soho, but this little square has this unexpected calm to it that’s honestly refreshing after dodging tourists on Oxford Street (which is just a two-minute walk, by the way).
The building itself has that classic London thing going on where it looks properly historic from the outside but surprises you inside. Check-in was actually smooth – none of that awkward hovering around a tiny lobby you get at some boutique places. The staff genuinely seemed to know the neighborhood well, which matters more than you’d think. When I asked about getting to Carnaby Street, the guy at reception didn’t just point vaguely but told me about the little alleyway that cuts through, avoiding the crowds. These are the details that make a difference when you’re trying to navigate London’s maze of streets.
What really works here is the whole residential vibe – it feels more like staying in someone’s well-appointed London flat than a hotel, if that makes sense. The rooms have proper space to actually unpack (revolutionary concept, I know), and honestly, the soundproofing is better than expected. Soho can get pretty lively at night, but I barely heard the usual weekend chaos from nearby Regent Street. The 8.9 rating makes sense when you experience it – it’s not trying to be flashy or Instagram-perfect, just genuinely comfortable and thoughtfully done.
Location-wise, you’re spoiled for choice without being overwhelmed. Liberty is practically around the corner, and if you’re into the whole West End theater thing, you can easily walk to most venues. But here’s what I really appreciated – you can also escape. Fitzrovia is right there when you want something a bit more relaxed, and those lovely garden squares off Bloomsbury Way are perfect for a morning coffee run. The Tube connections are solid too (Oxford Circus is closest, but Tottenham Court Road works just as well), though honestly, I found myself walking everywhere because the location just encourages it.
One thing that caught me off guard was how quiet Golden Square actually gets in the evenings – there’s something almost village-like about it despite being surrounded by one of London’s busiest areas. It’s that rare combination where you feel connected to everything but not overwhelmed by it all.