Think you know everything there is to know about the West End? Think again. Behind the hustle and bustle and bright lights of the theatres and shopping streets, you’ll find plenty of hidden gems that only someone in the know could truly recommend. That someone is Ali Alnawafleh, concierge at the iconic The Sanderson hotel.
Housed in the former 1950s Sanderson Wallpaper Company building, modernised by Philippe Starck, the venue is a destination in itself. “It’s not just a hotel, it’s an experience,” says Ali, “every corner feels like a curated piece of art, from the surrealist touches in the rooms to the iconic Long Bar with its playful sculptures and whimsical furniture each installation tells a story and sparks conversation”.
One such installation is the bespoke “tree of life” light installation in the lobby, which is where you’ll find Ali greeting guests and suggesting tailored experiences based on their interests and his extensive experience of the West End. Here, he shares some of his favourite spots with us.
What are the best places to go for breakfast?
Around Oxford Street, there are a few hidden gems that make breakfast truly special. The Riding House Cafe is great, but I love recommending Kaffeine on Great Titchfield Street, a small Australian-style cafe known for its exceptional coffee and carefully crafted brunch dishes, which most people pass by without noticing it.
For something more historic and unique, there’s Cafe Kitsune tucked in the courtyard near Brewer Street, which combines Parisian charm with Japanese precision in its pastries and coffee, a real treat for design-conscious guests who enjoy Instagram-worthy spots.
And for guests who like something calm and understated, the Allpress Espresso Café just off Oxford Street offers artisanal coffee and a quiet atmosphere – a rare find amidst the bustling shopping streets.
These are the kinds of spots I love introducing to guests: they feel discovered rather than touristy, creating a small but memorable London experience first thing in the morning.
Where are the best places to go for drinks and pre-dinner nibbles?
When I guide a guest for drinks and pre-dinner nibbles around Oxford Street, it’s never just about finding a bar – it’s about creating a moment that feels personal and memorable. Right near The Sanderson, I often start with The Bar at The Beaumont. It’s elegant, intimate, and the cocktails and small bites are crafted with such attention that every guest feels it was designed just for them.
For something playful and immersive, Sketch’s Gallery Bar is unforgettable. The whimsical decor, artistic touches, and creative cocktails transform a simple drink into an experience that sparks conversation and delight. Then of course there is the iconic Long Bar at The Sanderson.
And for dinner?
When it comes to dinner around Oxford Street, I always like to guide guests to experiences that feel special and memorable, not just convenient. For a classic, elegant evening, The Delaunay is a favourite; it offers refined European cuisine in a grand, art-deco setting, perfect for guests who enjoy timeless luxury.
For something more playful and contemporary, Sketch again is exceptional. Beyond its bar, the restaurant’s imaginative menu and artistic dining rooms make dinner feel like a creative experience, something truly unique to London.
And for guests who love discovering hidden gems, I often recommend Palomar in Soho, a small, vibrant restaurant serving modern Jerusalem-style dishes. The energy, the storytelling through food, and the intimate atmosphere make guests feel like they have unlocked a real local secret.
For people watching?
For people-watching near Sanderson, I love The Wolseley on Piccadilly. It’s classic, elegant, and you can watch a mix of Londoners and visitors over a coffee or cocktail.
And for a hidden gem, Dalloway Terrace in Bloomsbury feels tucked away, peaceful, and stylish. You can watch the city move by while feeling like you have discovered a secret corner of London.
What are the hidden gems no one knows about?
When I introduce guests to hidden gems near Sanderson, I love showing them places that feel secret, stylish, and uniquely London. For cocktails, Swift in Soho is tucked away down a quiet street. It’s intimate, elegant, and expertly crafted, and most people walk right past it without noticing.
For a peaceful retreat from the city’s bustle, Bumpkin in Marylebone offers artisanal pastries and a warm, local vibe; you really feel like you have discovered a private corner of London. For art lovers, Conrad Shawcross’ sculpture courtyard at the Royal Academy of Arts is often overlooked as a quiet, contemplative spot where you can enjoy creativity away from the crowds.
For dinner or pre-dinner drinks, Andrew Edmunds in Soho is incredible. Housed in an 18th-century townhouse, candlelit and intimate, it feels like stepping into a private world in the heart of the city.
And for guests who enjoy a view with their drinks, The Nest is a hidden terrace just steps from Oxford Street, offering stylish cocktails and a panoramic glimpse of the city a perfect spot to relax above the hustle and bustle
What is your favourite thing to do in your free time in the West End?
I love spending time in places that feel special and uniquely London. Berners Tavern is one of my favourites – I love the high ceilings and the incredible art covering the walls; it’s elegant, lively, and always inspiring. I also enjoy Lucky Cat, a restaurant I love for its intimate atmosphere and playful, stylish vibe.
If it’s a sunny day, I head to the Coya Mayfair terrace. The terrace is bright, relaxed, and perfect for enjoying a drink while soaking up the city. It feels like a little oasis away from Oxford Street’s hustle.
These are the kinds of spots that make my breaks feel personal, memorable, and a little secret, and they are experiences I love sharing with our guests.
What is a common misconception about the West End? And what is your favourite thing about it?
A common misconception about the West End is that it’s all bright lights, crowds, and the busy shopping streets as if there’s nothing quiet or thoughtful beneath the surface. In fact, the West End has layers of history and stories tucked away in its side streets and green spaces.
One of my favourite historical moments to share with guests is the story of Somerset House’s hidden courtyard. In the 18th century, this space was a meeting place for artists and poets. People like William Blake and Joshua Reynolds would wander here, exchanging ideas long before the West End became a commercial hub. Today, the courtyard is a peaceful oasis, and when you stand there you can almost feel the echoes of those creative conversations.
Another place I love is St Christopher’s Place, which feels like a little village frozen in time. Its narrow pedestrian streets and hidden cafés date back to Victorian London, and you can almost imagine carriage wheels echoing there centuries ago.
My favourite thing about the West End is that sense of historic discovery finding these pockets of calm and story tucked behind modern facades. Every corner has a past, and sharing those meaningful, unexpected moments with guests is what makes this area truly special.
Fancy more recommendations on Oxford Street? Check out the best rooftop spots to soak up the sun, as well as our most romantic venues for date nights and best cocktail bars for drinks with friends.
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