The William Wallace, by the Design Traveller

The William Wallace, by the Design Traveller Overview

First Impressions

Walking up to The William Wallace, by the Design Traveller on West Smithfield, you immediately get that this isn’t your typical London hotel. The building has this understated elegance that feels refreshingly authentic — no flashy signs or doormen in ridiculous uniforms, just solid character that fits perfectly into this historic corner of the City. I mean, you’re literally standing where Smithfield Market has been operating for centuries, and somehow this four-star property manages to honor that heritage while feeling completely contemporary.

Location & Neighborhood

Honestly, the location is pretty spectacular. London can be tricky when it comes to finding somewhere that’s both central and genuinely interesting, but West Smithfield delivers on both counts. You’re a five-minute walk from St. Paul’s Cathedral, and Farringdon Station is right there — which actually connects you to everywhere via the Elizabeth Line, Thameslink, and the Underground. What I really love though is the neighborhood itself; there’s this authentic London energy with the historic pubs (The Fox & Anchor is legendary for breakfast), proper butcher shops, and cobblestone streets that haven’t been sanitized for tourists.

The Room Experience

The design aesthetic here is what you’d expect from something called “by the Design Traveller” — thoughtful without being pretentious. My room had these beautiful industrial touches that nodded to the area’s market heritage, but everything felt warm and livable rather than like a museum exhibit. The beds are genuinely comfortable (you know how hit-or-miss hotel beds can be), and the bathrooms have this perfect balance of modern functionality with period character. Plus, if you get a room facing the courtyard, it’s surprisingly quiet considering you’re in the heart of the City.

Dining & Social Spaces

The ground floor restaurant and bar area becomes this lovely social hub, especially in the evenings when you get a mix of hotel guests and locals who clearly know something good when they see it. The food is solid modern British fare — nothing too fancy, but executed really well with quality ingredients that make sense for the location. I particularly enjoyed how they’ve incorporated some Scottish influences (the William Wallace connection, obviously), but it never feels gimmicky. The bar program is thoughtful too, with a good selection of whiskies and cocktails that complement the overall vibe.

Why Guests Love It

What really sets this place apart is how it manages to feel both intimate and connected to the city around it. Couples seem to particularly appreciate the romantic atmosphere — there’s something about those historic streets and the cozy interiors that just works for a London getaway. The staff genuinely know the area and can point you toward hidden gems that most tourists never discover. You’re not just staying in London; you’re staying in a piece of authentic London that most visitors rush past on their way to the obvious attractions. It’s the kind of place that makes you feel like you’ve discovered something special, which honestly is exactly what you want from a city break.

Exploring London drifts through historic pubs, modern galleries, and dusk-lit bridges arching over the Thames.

The William Wallace, by the Design Traveller Accommodations

Facilities