Rovi is the hidden gem of Jerusalem-born chef Ottolenghi's restaurant empire. Menus include decadent celeriac shawarmas and lobster crumpets that riff on prawn toast. If you can’t bag a table for lunch or dinner, a breakfast of Iranian fritters served with piquillo sauce and a fried egg is a good substitute. 

This is one of the Australian-owned coffee shops credited with kicking off London’s third-wave scene. There are two Fitzrovia spots, a five-minute walk from each other, and they’re both brimming with bircher muesli breakfast meetings followed by queues out the door for the home-baked brioche sandwiches at lunchtime. We rate the Great Titchfield joint, which is a little bigger and a little further from the rush of Oxford Circus.

Spring for a sleek bob or go bold with bangs at one of our favourite hair salons in London. Even though you’ll likely be perched between famous Brits in the salon chair, the hairdressers at George Northwood will ensure you feel like the real VIP. Cut, colour and styling here are all fab fab fab. 

This bright sprawling space, situated on an unassuming corner in Fitzrovia, organises the most exclusive sample sales. Elbow your way through crowds of customers hoarding discounted A.P.C satchels or Toteme jackets for some seriously good finds. Just be sure to register on the website before you go.