37GS Residences is a set of serviced apartments located in a prime central London location, close to Piccadilly Circus, Oxford Circus, and Carnaby Street. It offers 48 spacious apartments across several room types including Superior, Deluxe, and Executive suites each designed with fully equipped kitchens, contemporary design, and modern comprehensive amenities for both short and comfortable long-term stays.
Formerly known as Golden Square Residences, the property was rebranded as 37GS Residences in July 2024. It caters to families, solo travelers, and business guests alike, combining wheelchair accessibility, a fitness center, daily yoga sessions, and strong safety protocols with an excellent location for exploring London.
A Complete Guide to Staying in the Heart of London
I stayed near Piccadilly Circus last spring, and 37GS Residences quickly became my personal pick for anyone who wants comfort without losing touch with the city’s energy. This property sits in a prime central London location, and every part of my visit, from check-in to check-out, felt planned around real guest experience. Below, I break down everything worth knowing before you book, written the way I would explain it to a friend.
Location and Nearby Attractions
The property places guests within a short 3-minute stroll of Piccadilly Circus, and a 4-minute walk gets you to Carnaby Street, one of London’s liveliest shopping strips. Buckingham Palace is close enough for an easy morning visit, and Oxford Circus sits only an 8-minute stroll away, making sightseeing simple without needing a car. From the hotel, an 8-minute walk brings you to Oxford Street, while 500 metres separates the building from several popular local venues, including Dudes Shop, Beyond the Valley, and Socker Scene.
What Cultural Landmarks and Attractions Are Near the Location 37GS Residences?
Culture lovers will appreciate how close the British Museum and National Gallery sit to this accessible location, alongside city landmarks like the Prince of Wales Theatre and Piccadilly Theatre. Leicester Square Underground Station is a mere 2-minute walk, giving guests fast local transportation into every corner of London. For a bit of boating or open-air relaxation, the 1 km radius covers several green spots, and The Penn Club along with Triyoga rounds out the vibrant neighborhoods nearby. London City Airport sits roughly 15 km from the door, which keeps travel connections practical.
Ideal Location for Exploring the Capital
I found the surrounding area to be an excellent base for exploring London, whether on foot or by public transport. The attentive property staff offer genuine concierge service, pointing guests toward dining, shopping experiences, and other important landmarks with real local knowledge. Between the cultural landmarks, walking access to transit, and the sheer number of popular local spots within reach, this close proximity to everything makes daily planning effortless for every type of traveler.
Amenities and Facilities
37GS Residences was clearly designed with every kind of traveler in mind. The building offers wheelchair accessibility and thoughtful provisions for disabled guests, alongside a 24-hour front desk that handles express check-in and smooth check-out at any hour. Air-conditioning runs throughout the public areas and private rooms, and free WiFi (listed elsewhere as Free Wi-Fi) keeps guests connected for streaming services or professional needs during a stay.
Exceptional Facilities & Family-Friendly Comfort
Families will notice the dedicated family rooms and general family-friendly environment, complete with bicycle parking, an on-site business center, and luggage storage for those extending a comfortable long-term stay. Each apartment includes fully equipped kitchens, and the shared kitchen spaces support easy meal preparation. A washing machine is available for longer visits, while the elevator access (also called the lift) adds real convenience to daily movement around the building.
The Non-smoking policy applies across all public spaces, and an outdoor seating area plus a shared terrace give guests room to unwind. Daily housekeeping, state-of-the-art equipment, and full-day security contribute to guest comfort, while the on-site fitness center supports regular workout routines. With comprehensive amenities, meeting rooms for business travelers, private bathroom setups, and bathrobes in every room, it’s no surprise the property’s facilities rated score sits at an impressive 9.3 out of 10, welcoming children and adults alike as serviced apartments guests.
Rooms
Every room type at 37GS Residences balances functionality with style. The Room types span from Superior to Deluxe and up to Executive suites, each built around guest needs and genuine comfort. Guests staying in the one-bedroom suites enjoy a separate living room, a private balcony, and breathtaking views across London’s skyline that make mornings feel special.
Inside, a refrigerator and coffee/tea maker support quick meals, and complimentary coffee along with fresh tea is always within reach. The contemporary design carries through every space, paired with a smart TV for evening downtime and complimentary toiletries for daily grooming. Strong soundproofing protects rest quality, so even guests on busy streets sleep well.
Across all 48 spacious apartments, air conditioning keeps rooms comfortable year-round, and the shared terrace areas add extra breathing room outdoors. This attention to convenience and enhanced convenience throughout every category of room is exactly what makes the property stand out among similar stays in the area.
Formerly Golden Square Residences
Long-time visitors to the neighborhood may remember this property under a different name. It operated as Golden Square Residences before rebranding in July 2024, when it officially became 37GS Residences. The change in name did not affect the quality of the stay; if anything, it marked a refreshed chapter for the building and its returning guests.
Pets
Pet owners can relax, because this property allowed pets during my stay, and policies remain consistent for future bookings. Traveling with an animal companion no longer means limiting your options in central London, since this address welcomes them as part of a normal reservation.
Minimum Check-in Age
Guests must be at least 18 years old to check in independently. This standard age requirement applies across most similar properties in the city, so travelers should plan accordingly when booking for younger companions.
Damage Deposit
A damage deposit of 750 GBP is required upon arrival. This refundable amount protects the property and is standard practice for serviced apartments of this size, so guests should keep a card ready at check-in to cover it smoothly.
Wellness
Wellness is not an afterthought here. The on-site fitness center supports individual fitness goals, and guests can request personal training options for a more structured routine. Daily yoga sessions encourage physical wellness, while simple relaxation techniques are available for anyone winding down after a long day of sightseeing. Combined, these offerings create a genuinely well-rounded workout experience for guests of every fitness level, backed by modern gym facilities that feel more like a private club than a hotel add-on.
Dining
Food options here cover a wide range of tastes. Fully equipped kitchens let guests handle their own meal preparation, while grocery delivery services make stocking up effortless. For those who prefer eating out, multiple restaurants nearby serve both local cuisines and international cuisines, satisfying diverse tastes across every palate. Guests who’d rather stay in can rely on in-room dining options and a curated menu that brings restaurant-quality meals straight to the apartment door.
Hygiene and Safety Protocols
Cleanliness runs deep at this address. On-site security personnel maintain a safe environment around the clock, while antiviral cleaning products and professional-grade sanitizing services keep every surface fresh. The hotel’s cleanliness score reflects this effort, sitting at 9.6 out of 10, well above many nearby competitors.
The team follows strict post-pandemic standards, layering visible security measures on top of established safety protocols. A round-the-clock 24-hour front desk service adds another layer of reassurance, and the overall sense of comfort and cleanliness throughout the building reflects genuine attention to guest wellbeing, not just a marketing claim.
Guest Service Quality and Value
Value matters as much as comfort, and this property manages both well. Service rated at 9.3 out of 10 speaks to consistent staff performance, while the 8.6 out of 10 value for money score confirms that the price matches what guests actually receive. There are no hidden additional fees buried in the cost, which travelers genuinely appreciate.
Overall service quality and perceived value combine to make this a compelling choice for anyone comparing options before booking. Repeat travelers often mention this balance of fair pricing and attentive service as the deciding factor in their overall experience.
Summary Table of Ratings and Features
Category Rating / Detail
Accessibility Wheelchair accessible, support for disabled guests
Cleanliness Antiviral cleaning, 9.6/10
Amenities Elevator, air conditioning, free Wi-Fi, non-smoking
Room Types Executive suites, Superior, Deluxe
Safety Measures 24-hour front desk/security, trained staff
Value for Money 8.6/10
Service 9.3/10
Facilities Luggage storage, comprehensive amenities
This quick reference makes it easy to compare 37GS Residences against other stays without digging back through the full article.
Booking Recommendations
For anyone still deciding, this property is a dependable option and a well-rated choice, especially for families, solo travelers, and anyone wanting quick access to London’s cultural landmarks. Its excellent location in central London, paired with close proximity to major sights, makes the reservation process worth the small effort.
Convenient Accommodation Options at 37GS Residences
Most listings for 37GS Residences include a QR code or direct link for faster booking, along with a broad selection of room options to fit different budgets. Guests with mobility needs will appreciate the accessible design, and the high cleanliness standards combined with reliable amenities make this a genuinely quality accommodations pick. With extensive guest services and no surprise extra fees, booking here feels like a safe, informed decision rather than a gamble.
FAQs
What makes 37GS Residences stand out among upscale living options?
37GS Residences combines premium modern architecture, high-end interior finishes, and state-of-the-art building amenities designed for elevated urban living.
What types of apartment layouts and floor plans are available?
The residence offers a range of options including spacious studio, one-bedroom, two-bedroom, and luxury penthouse layouts, each featuring open-concept living and floor-to-ceiling windows.
What amenities are included for residents?
Residents enjoy access to a fully equipped fitness center, a sky lounge with panoramic city views, 24/7 concierge and security services, secure underground parking, and private co-working spaces.
Are pets allowed in the building?
Yes, the building is pet-friendly and includes designated amenities such as a pet grooming station and nearby green space access, subject to community guidelines and weight limits.
How can I schedule a private viewing or inquire about availability at 37GS Residences?
You can schedule a tour by contacting the leasing office directly through the official website, calling the management team, or filling out an inquiry form to check current 37GS Residences availability.
