Signature’s curated guide to London

Leave the crowds of Regent Street behind and discover a side to London that few ever see. These are the best places to visit in London.

It’s easy to fall in love with the English capital. From the eclectic energy of Camden, Hackney, Soho and Shoreditch to the upmarket elegance of Chelsea, Notting Hill, Marlylebone and Mayfair, this picturesque metropolis serves every type of traveller. Sartorialists will find world-class tailors on Savile Row, while gourmands are spoilt for choice with 81 Michelin-starred restaurants sprinkled throughout the city. Aesthetes can renew their creativity with a stroll through the Tate Modern, Saatchi Gallery or the Victoria & Albert Museum, while shopaholics can indulge on Sloane Street. Fancy yourself a sports enthusiast? Wimbledon or the Royal Ascot should be on your list, too. Together with sprawling green spaces, gardens, historic buildings and iconic hotels, London is a mecca of modern entertainment. Read on for Signature’s curated guide to the best places to visit in London.

London FAQ

• Currency: British Pound Sterling £
• Language: English
• Emergency numbers: fire, ambulance and rescue: 999 | Police: 999
• Time zone: Greenwich Mean Time (GMT) / British Summer Time (GMT+1 in summer) | Canberra, Australia is 9 hours ahead of London (GMT)
• Visa: Australian travellers can stay up to 6 months for tourism or business purposes, however you must apply for an Electronic Travel Authorisation (ETA) online prior to arrival. It costs £16 (about AU$34).  
• Peak season: summer (from June to August) and spring (from March to May)
• Low season: winter (from December to February) 

What are the most visited places in London?

A typical tourist itinerary schedules stops at the Big Smoke’s most famous locales, from heritage sites to crowd-pulling attractions. Should this visit be your first, the most common places to visit in London include:

• Tower of London & Tower Bridge
• Westminster Abbey
• Buckingham Palace
• Houses of Parliament & Big Ben
• The London Eye
• Thames River
• St. Paul’s Cathedral
• Borough Market
• Sky Garden
• Camden Lock Market
• Hyde Park
• Churchill War Rooms
• The Shard
• Portobello Road Market
• Trafalgar Square
• Tate Modern
• Natural History Museum
• The British Museum
• Shakespeare’s Globe

How long do you need in London?

Spend at least a week in the city if you plan to visit all the landmarks, shops and attractions. Any itinerary that incorporates day trips to Bath, Stone Henge, the Cotswolds, Oxford, Cambridge or York should be longer. Alternatively, if a quick stop to see the popular sights is all you’re planning, four days should get you around most of the highlights.

The best places to visit in London

Hotels

Experience the best of English hospitality with a stay at one of the city’s exceptional hotels. The Ritz is famed for its afternoon tea and Edwardian architecture, while Claridge’s delivers a bottle of Billecart Salmon upon arrival and monogrammed bathrobes. Stay in the Sir Paul Smith Suite at Brown’s Hotel, or The Emory offers guests arriving by private jet complimentary helicopter transfers from select airfields. Four Seasons Hotel at London Park Lane hosts a romantic two-hour private Thames cruise complete with a personalised itinerary, cheese platter and drinks for guests. Book the Signature Suites at Hotel Café Royal and you’ll have access to a supercar, such as a Bentley Continental GT, Porsche 911 Turbo or Aston Martin, or dine at the three Michelin-starred Hélène Darroze onsite at The Connaught. Overlooking Hyde Park, The Lanesborough offers 24-hour personalised butler service in every room and suite. Shangri-La, The Dorchester, The Peninsula and The Savoy are also exemplary stays.

Restaurants

Make a reservation at one of the city’s headline Michelin-starred eateries, such as Core by Clare Smyth, Alain Ducasse at The Dorchester, or La Mome at The Berkeley. Alternatively, try the fine fare being plated up at smaller institutions such as St. John in Smithfield or River Café on Thames Wharf. Scott’s Mayfair serves delicious seafood alongside Champagne and caviar, while The Ledbury delivers innovative dishes paired with fine wines.

Cocktail bars

Seeking a nightcap or pre-dinner tipple? You’ll find impeccable bars hidden within some of London’s best hotels. The eponymous Connaught Bar, the Donovan Bar at Brown’s or Dukes Bar at Dukes hotel are a few of the best places to visit in London.

Pubs

Should a casual pint and pub atmosphere call to you, try the historic Georgian Punch Bowl pub in Mayfair or The Cow in Notting Hill, where punters can snack on oysters and Guinness. You’ll find a classic London pub at The Devonshire in Soho, which boasts an in-house butcher and bakery. The Tamil Prince provides Indian small plates and The Cadogan Arms is a gorgeous watering hole popular among the locals and known for its seasonal English menu.

Bakeries

Sweet tooths with a soft spot for French pastries and baked goods have an abundance of outlets to choose. Some of the best places to visit in London for such treats include Cédric Grolet at The Berkeley – where you can sample the trompe l’oeil fruits that made the French pastry chef famous, and Fabrique, a Swedish sourdough specialist with shopfronts peppered across the globe. St. John Bakery, of the previously mentioned restaurant, is a fantastic source of madeleines. Alternatively, drop into Maison Bertaux, a patisserie established in 1871 by a Parisian exile. This charming tearoom has had esteemed clientele such as Virginia Woolf and Alexander McQueen.

Afternoon tea

Have you really done England if you haven’t had afternoon tea? Fortnum & Mason has two sensational opportunities to indulge in the national pastime, at the quaint Diamond Jubilee Tea Salon and the grand Fortnum Bar & Restaurant at the Royal Exchange. Choose from a traditional cream tea or Champagne alternative at The Wolseley any day of the week, or enjoy a variety of 20 loose-leaf teas at The Ritz, where fresh-baked scones and Cornish clotted cream come with a side of Champagne.

Shopping

Fashion: London offers an array of captivating destinations that cater to every taste. Liberty, housed in a Tudor revival building, enchants visitors with high fashion, luxury homewares and its signature fabrics. Just a short stroll away, Harvey Nichols draws the fashion set with its contemporary selections and designer collections.

Fragrance: Fragrance lovers will adore Floris, the oldest English retailer of perfumes and toiletries, still lovingly run by the 8th and 9th generations of the family, and Penhaligon’s. The Wellington Street store is the brand’s oldest and boasts the largest selection of innovative scents.

Tweed: For classic British style with a vintage twist, Thomas Farthing is a must-visit in London, specialising in men’s clothing inspired by the 1930s and ’40s, from tailored tweed suits and Fair Isle knits to fedoras and heritage accessories, all are crafted with expert craftsmanship. Nearby, Walker Slater in Covent Garden offers women a refined selection of tweeds and woollens.

Jewellery & watches: Theo Fennell delights with exquisitely crafted jewellery and silverware that showcase unique designs. Asprey is a showroom of elegance, featuring jewellery, leather goods, silver gifts, homewares, watches and even first-edition books, all displayed with meticulous care. For those in search of high jewellery, Graff has more than five decades of experience selling fine diamonds and Swiss watches. Garrard offers a plush flagship experience, complete with bespoke jewellery design, engraving and repair services. Those seeking more subversive jewellery with an edge should drop into The Great Frog in Carnaby, a silversmithing boutique that’s been handcrafting jewellery for more than 50 years, with ties to Led Zeppelin, Iron Maiden and Motörhead.

Bespoke tailoring: London is home to some of the world’s most celebrated bespoke tailors, each offering a unique take on craftsmanship and style, making them unmissable places to visit in London for anyone with an eye for elegance. Steven Hitchcock, with more than 35 years of expertise, creates just 135 softly draped suits a year, ensuring exclusivity. Tom Arena of Atelier Arena, based in St James’s, delivers an entirely handmade experience, guiding clients through every stage of the process, from the first consultation to the final fitting.

Shoes: Situated on Savile Row, Gaziano & Girling marries contemporary design with traditional craftsmanship. From ready-to-wear shoes to fully bespoke creations, clients can explore over 100 styles and personalise every detail, from the shape of the toe to the choice of leather. George Cleverley is another legendary British bespoke shoemaker, crafting handmade shoes since 1958. Still a family-run company, it has been the choice of some of the world’s most distinguished clients, from Winston Churchill and the Duke of Bedford to Elton John, David Beckham and Sylvester Stallone. Crockett & Jones is also an excellent option. Their UK flagship store at 92 Jermyn Street is the largest, showcasing the full range of their handmade footwear. These are must-see places to visit in London for anyone who appreciates craftsmanship and timeless style.

In Soho, Mark Powell has been a pioneering figure for four decades, renowned for his razor-sharp suits and distinctive edge, offering both bespoke and made-to-measure tailoring. Lawton brings a fresh perspective, blending traditional craft with sub-cultural influences to create clothing that speaks to all identities. For a more contemporary approach, Thom Sweeney stands out, with its four-storey townhouse on Old Burlington Street offering bespoke tailoring, ready-to-wear collections, social spaces, and even a clubroom and barbershop.

Leathergoods: London is a haven for luxury leather goods, with Bennett Winch, Ettinger, and Globetrotter among the top destinations. From Bennett Winch’s modern, handcrafted bags to Ettinger’s timeless leather accessories and Globetrotter’s 007-inspired luggage and accessories, shoppers can discover exceptional British craftsmanship that blends style, durability and elegance.

Headwear: Founded in 1676, Lock & Co. Hatters should top your list of places to visit in London. It’s the world’s oldest hat shop and is still operated by descendants of its founding family. Located at 6 St James’s Street, this legendary boutique has dressed everyone from Oscar Wilde and Winston Churchill to Charlie Chaplin, Jackie Onassis and the Royal Family. Lock & Co Hatters are the milliners said to have invented the bowler hat, and their headwear has appeared in films such as Kingsman, and The Darkest Hour – of which it was the official hatter. Lock & Co. also offers made-to-measure tweed caps, couture pieces and personalisation services.

Two other names also stand out. Laird Hatters offers a contemporary take on tradition, crafting ready-to-wear hats and caps for men and women from the finest British cloth, inspired by English and Scottish heritage. Christy’s, established in 1773, is a pioneer of hatmaking, renowned for timeless styles meticulously handcrafted in England from luxurious felt to authentic Panama, adorned by heads of state, celebrities, and fashion icons alike.

Curio and Oddities  

Ayre & Co. for taxidermy

For those with a taste for the unusual, Ayre & Co. specialises in taxidermy and natural history. The collection offers everything from articulated skeletons and artfully mounted birds to striking mammalian displays. Each piece is a beguiling work of art, perfect for adding a distinctive edge to your home or capturing the authentic spirit of Victorian aesthetics.

Choosing Keeping for papergoods

Tucked away in Covent Garden is an assuming store filled to the brim with papergoods. From wrapping paper and cards to notebooks, pens, paperweights, art supplies, boxes and prints, Choosing Keeping is a treasure trove for stationery-lovers.   

New & Lingwood for loungewear

On the hunt for elevated loungewear? New & Lingwood is among the most distinguished places to visit in London for such a garment. Founded in 1865 in Eton, the house is celebrated for its exquisite silk, cashmere and velvet dressing gowns, crafted in collaboration with Britain’s finest mills, weavers and tailors. From traditional lined and unlined robes to contemporary cotton terry towelling bathrobes, each piece is extremely suave.

Pickett for board games

Founded in 1988 by Trevor Pickett, Pickett is a haven of luxury leather goods and elegant homewares. The boutique exudes an emporium charm, offering everything from colourful leather-clad board games to luggage and travel accessories such as holdalls, wheeled suitcases, wash bags and passport covers, all handmade in England.

Holland & Holland for guns

Among the most distinguished places to visit in London, Holland & Holland stands as a prestigious gunmaker, crafting bespoke shotguns and rifles since 1835. Each piece is meticulously handmade to a client’s exact specifications, transforming firearms into works of art adorned with intricate scrollwork, hunting scenes and gold inlays. Holding two Royal Warrants, Holland & Holland epitomises British craftsmanship.

Peter Harrington for rare books

Peter Harrington is a world-leading rare book dealer, offering a meticulously curated collection of authenticated and signed first editions. Since 1969, the shop has delighted bibliophiles with treasures and manuscripts, each carefully selected and catalogued by experts, ensuring the authenticity of each piece.

James Smith and Sons for umbrellas and walking sticks

Operating since 1830 and housed in the beautifully preserved Hazelwood House, James Smith and Sons offers handcrafted umbrellas, walking sticks and parasols favoured by royalty. From elegant solid-stick styles to custom details such as sterling silver bands, this heritage boutique is a must for discerning shoppers who appreciate timeless British craftsmanship.

Mount Street Printers

Blending tradition with innovation, Mount Street Printers has been a master of fine printing since 1981 and is one of the most distinguished places to visit in London. Holding two Royal Warrants, the studio specialises in everything from bespoke invitations, including royal wedding commissions, to letterpress, litho-printing, foil blocking and laser cutting. Alongside custom work, the shop offers elegant notecards, notebooks, stationery and prints.

Twinings – The Strand for tea

This one is for the tea enthusiasts. Twinings’ flagship store on The Strand has been home to the tea maker since 1706. The teamaker is one of the oldest tea companies in the world and holds a Royal Warrant, recognising it as an official supplier to the British royal family. Visitors can smell and sample an extensive variety of teas at The Tea Bar, explore rare blends not found in general shops, and enjoy a pick-and-mix section. The shop also hosts tea masterclasses. 

Gray’s Antique Market

For lovers of history and craftsmanship, Gray’s Antiques in Mayfair is one of the most fascinating places to visit in London. For nearly 50 years, this renowned market has brought together around 100 specialist dealers across two floors, offering an extraordinary selection of antiques, fine jewellery, vintage designer watches, art, and collectables, making it one of the city’s largest indoor markets.

Shapero Rare Books

Internationally renowned, this antiquarian bookshop offers more than 8,000 rare and collectible books, with particular expertise in fine illustrated works from the 15th to 20th centuries, among many other specialties. Shapera staff collectively draw upon 250 years of combined experience, and every piece is carefully selected.

Other places to visit in London

Green thumbs and plant aficianados must not miss the opportunity to stroll around Kew Gardens and its incredible glasshouse conservatories. Walk around the verdant gardens and take a moment to spot squirrels, ducks or geese. Snack at the Orangery or opt for a refined lunch at the Botanical Brasserie. Finish the day with a meander along the Treetop Walkway.

Herbologists and botanists may find a visit to the Chelsea Physic Garden interesting. This little green patch showcases medicinal herbs and toxic plants.

Travellers in need of a quiet break after sightseeing in the city should make a beeline for St. Dunstan in the East, a short walk from London Bridge and the Tower of London. Destroyed in the Second World War and now a public garden, those travelling with children should seize the opportunity to meet the local residents of the ruins – extremely friendly squirrels!

Should you happen to be touring the Hampstead Heath area in spring, make a detour to the Hill Garden and Pergola. This Georgian arbour and terrace is awash with lush greenery and weeping wisteria, making it a serene spot for an afternoon break. Expect picturesque walkways, atriums and courtyards. There’s even a little zoo perfect for children at the other end of Golders Park.

A brief guide to London’s suburbs 

Areas such as Westminster, St. James’s, South Bank and Covent Garden draw the big tourist crowds as this is where you’ll find many of the best places to visit in London. Big Ben, Westminster Abbey, Buckingham Palace, the London Eye, Tate Modern, Shakespeare’s Globe, Seven Dials and Neal’s Yard all fall within these areas. St. Paul’s Cathedral, the Tower of London, the Shard, Sky Garden are all in the city proper. Visitors will find boutiques, upmarket hotels and fine dining in Mayfair and Marylebone. Bond Street, Savile Row, The Ritz and Claridge’s are all located in Mayfair, while London Zoo, Regent’s Park and Madame Tussaud’s are in Marylebone. Soho is where the night comes alive with clubs, bars, theatres, eclectic dining and live music. Chinatown, the West End theatre district, Carnaby Street and Berwick Street Market are all located in Soho, along with many independent music, art and culture venues.  

Iconic retailers such as Harrods and Harvey Nicholas, plus the ritzy Sloane Street boutiques, are in the Knightsbridge and the South Kensington areas, along with the Natural History Museum, Victoria & Albert Museum, Kensington Gardens, Royal Albert Hall and Hyde Park. The British Museum, British Library, and Charles Dickens  Museum are all located in the Bloomsbury area. Notting Hill is a darling suburb filled with pastel-hued houses and famed for its Portobello Road Market of vintage clothing, antique furniture, knick-knacks and collectables.  

Shoreditch and Hoxton are both eclectic and youthful places to visit in London, known for art galleries, street art, vintage shopping, nightlife, cafes and creative hubs. Camden is an area that needs no introduction; its history is closely knotted with the punk rock and alternative scenes of London. The Camden Lock Market, Little Venice and canal walks are all tucked away in this neighbourhood, which has a variety of live music venues.  

Greenwich offers rich maritime heritage with the Cutty Sark, the Royal Observatory, and sprawling parkland boasting skyline views; Hampstead charms with its village atmosphere, literary history, and walks across the wild expanse of Hampstead Heath; while Richmond and nearby Kew provide a leafy riverside retreat, famous for deer roaming Richmond Park and the vast botanical treasures of Kew Gardens.