Stayed for couple of nights with my brother. Superb location- 5 minutes walking distance from the tube and shops, 10 min walk from Soho. Can be noisy as big road is just outside, but I was prepared with my earplugs and slept very well. Consider this you get what you pay for in London. Just one big remark- it is very smelly. Imagine, old carpets that absorb smells of all cooking and every single tenant. I found it very disturbing, but, if you are not too sensitive towards smells, go for it. Bathroom was clean and so were bed sheets, but all around it was a bit scruffy. Good for short stay, but no longer than 3- 4 nights.
Excellent stuff in the office, very friendly and helpful. Office is a bit away. No hassle for 25 and 28 years old. However, warning for families- go to the hotel:)

I'd like to start with saying that the onsite staff was courteous and very helpful the one or two times we needed them. Other than that, we stayed dry. As I read the other reviews, I find that I agree with all of them except for the one that states this is a great value. I'd have to say there are better values out there. Keep searching. The problems we had began with the bed. It was stated we'd get a double bed and what we found was two singles pushed together. Upon sitting on it, I thought they'd forgotten the mattress because what I felt was box springs. Stiff and uncomfortable. I have never been so uncomfortable on a bed. I have slept on the ground at campsites more comfortably. seriously. Our next problem was with an air conditioning flap outside (see other review) that sounded like a door slamming all night. Tough to sleep through that. Surprisingly, the noise from Gower street wasn't so noticeable. The walls are thin so expect to hear conversations going on in the hall and the floor creaks everywhere so you can keep close track of your neighbors as they move around above you. Nice! Also, pay close attention to the rats that scamper in and out through the convenient 100mm hole cut into the tile in the bathroom. Yes, seriously it's that nice.

Finally, take note that the free WiFi is only free as long as the IT admin deems it so. He will disconnect (the whole building as far as I could tell) on a whim. Their policy seems to be that you are only allowed to have Internet to check email. They wish you to not use it for entertainment or to make calls via Skype, etc. It's best to purchase wifi from another source unless you are willing to have surprises like coming home to a dead network - no access. After hours (17:00+) support is nice enough but proved to be incapable of restoring service... The only thing nice I have to say about the place (other than the onsite staff which were very good) is that it was convenient to the areas we needed to visit. If you need to be in this area, be advised that there are hundreds of other options on every street around. Search and be smart about your choice! Good Luck!!

As expensive as london is, If you need to live in london for a few weeks this is the best budget
there is. It has exactly what you need, does exactly what it says.

We had a bad experience due to being kept awake all night from an air conditioning flap outside our window. When I complained that played it down saying it was not near us and they couldn't find what had been banging (think drum in your room - that's how loud it was). I was appalled that their lack of building maintenance caused this issue meaning we left early for Paris the next day with only 2 hours sleep!

The apartment is old and tired and the worst we stayed in over our 4 week trip in Europe where we rented many apartments like this. The apartment is in more like a hostel not a guesthouse and it was made to look much better in photos. I would rather have paid a little more and stayed elsewhere. Location however was excellent.