Blue Jeans White Shirt – Fitzrovia – by Frankie Says

Hotel Description

Look, I’ve stayed at a lot of places in central London, and Blue Jeans White Shirt immediately caught my attention – not just because of that wonderfully odd name (honestly, who doesn’t love a good Lana Del Rey reference?), but because it sits on this perfect stretch of Mortimer Street that feels like real London without being completely overrun by tourists. You know what I mean? It’s right in Fitzrovia, which is sort of this sweet spot where media types and creatives actually live and work, sandwiched between the chaos of Oxford Street and the stuffiness of Marylebone. The building itself has that classic Georgian thing going on, but inside they’ve done something really clever – it feels boutique without trying too hard, if that makes sense.

What actually impressed me most was how they’ve managed to nail the details that matter when you’re jet-lagged and just want things to work properly. The rooms are genuinely comfortable (not just Instagram-pretty), with proper blackout curtains – crucial when you’re dealing with those annoyingly bright London summer evenings that stretch until 10 PM. The bathrooms are compact but well-designed, with decent water pressure and toiletries that don’t smell like generic hotel soap. I mean, these seem like small things until you’re in a place where nothing works right. The Wi-Fi is solid throughout the building, which honestly shouldn’t be noteworthy in 2024 but somehow still is in London hotels. Staff seem to actually know the neighborhood too – they pointed me toward Roka on Charlotte Street for dinner (absolutely worth it) and mentioned that the Goodge Street tube entrance is usually less crowded than Tottenham Court Road, which turned out to be spot-on advice.

The location really is the star here though. You’re a three-minute walk from the BBC Broadcasting House, five minutes from about a dozen excellent coffee shops along Tottenham Court Road, and close enough to Regent Street that shopping doesn’t require planning an expedition. But here’s the thing – Mortimer Street itself is actually pretty quiet, especially at night. I was worried about noise being so central, but the double-glazed windows do their job well. Parking is typical central London nightmare stuff, so definitely don’t drive, but honestly the tube connections are so good you won’t miss having a car. The 8.6 rating feels about right – it’s not going to blow your mind with luxury, but everything works smoothly and the location gives you that “I’m actually in London” feeling rather than feeling like you’re stuck in some generic hotel bubble. For a four-star place in this part of town, the value is actually pretty decent, especially if you book ahead.

Rooms

• Two-Bedroom Apartment with 1 double bed, 1 extra-large double bed and 1 sofa bed for 6 adults, 5 children

Facilities