From the concierge’s notebook: 5 unique things to do in London

Jeff’s perfect day in London starts with a quiet stroll in St. James’s Park, just minutes from the hotel. It’s a serene way to begin the day – admiring the resident swans and pelicans and sipping a coffee in the park’s cozy café. A hidden detail: walk to the eastern edge of the lake towards Horse Guards Road, where you will spot the quaint Duck Island Cottage. This picturesque 19th-century lodge, set amid beautifully tended flower and vegetable gardens, was a gamekeeper’s residence until the 1980s, and now serves as the offices of the London Historic Parks and Gardens Trust.
 

"To really discover London, I walk. It’s the best way to learn what’s new and hidden in the city."

While many destinations have defined tourist seasons, Jeff insists that London shines throughout the year, especially when you venture beyond the center. "Each season really has its charm," he explains. Spring is the perfect time to enjoy the tulips and blossoms at Kew Gardens. Summer brings outdoor theatre in Regent's Park and boat trips from Westminster to Hampton Court, a three-hour journey for which Jeff recommends sitting "outside with a book, a glass of wine and a sandwich." Autumn offers cool, dry weather in September and October, with Richmond Park turning beautiful shades of orange, while winter showcases Christmas lights and ice skating rinks throughout the city.

While the British Museum and National Gallery are undoubtedly iconic attractions, Jeff guides discerning guests looking for unique things to do in London toward lesser-known cultural attractions. His top pick? The Wallace Collection, an exquisite art museum in an elegant Marylebone townhouse that’s free to visit. This exceptional collection features masterpieces from the 15th to 19th centuries and revolving exhibitions featuring acclaimed names such as luxury shoe designer Manolo Blahnik and contemporary artist Grayson Perry. 

“It doesn't look big from outside, but when you are inside, it’s like a palace,” Jeff reveals. “You have everything: painting, sculpture, furniture, armour, lots of French art.” Indeed, the museum counts among its treasures works by Titian, Rubens and Van Dyck, 18th-century French paintings, and decorative arts including Limoges enamel and maiolica tiles.

Another gem is Apsley House on Hyde Park Corner. Known as Number One, 4London, this neoclassical mansion was the grand residence of the Duke of Wellington, victor over Napoleon at Waterloo. Built in the 1770s and substantially remodelled in the 1820s, it now houses one of London's finest art collections, including masterpieces by Velázquez and Goya gifted to Wellington by grateful European monarchs. Explore the opulent state rooms, admire the magnificent Waterloo Gallery and view Wellington's personal belongings. 

Interestingly, there are also many images of Napoleon and other members of the Bonaparte family. “It’s amazing. The Duke fought against Napoleon but also admired him,” Jeff explains.

Amid London's diverse and vibrant culinary scene, Jeff has his curated favourites of unique gastronomic things to do in London. For an atmospheric evening, he suggests Gordon's Wine Bar, a 10-minute walk from Sofitel London St James. The city's oldest wine bar, this underground cavern with its candlelit vaulted cellars, weathered wooden tables and walls adorned with historical newspaper clippings transports you right back to Victorian London.

The dimly lit interior creates an intimate ambiance where you can savour an impressive selection of wines from around the world by the glass or bottle, with charcuterie or cheese. Choose a table on the outdoor terrace and watch the world go by on bustling Villiers Street as you soak up the atmosphere of this charming London institution.
 

Another tucked-away gem that’s perennially popular among locals is The Barbary. Nestled in Neal's Yard, this industrial-chic Covent Garden spot with exposed brick walls and dim lighting delivers the vibrant flavours of North Africa and the Mediterranean. The intimate horseshoe-shaped counter wraps around an open kitchen where skilled chefs perform culinary theatre, preparing dishes before your eyes in a lively, convivial atmosphere. Enjoy small plates inspired by the Barbary Coast, such as Jerusalem bagels, charcoal-grilled meats and seafood, tender octopus and melt-in-your-mouth lamb cutlets.

For epicureans looking for a truly unique thing to do in London, Flori recommends The Prospect of Whitby in Wapping. “It's one of the oldest pubs along the Thames and it’s full of history," he explains. "What I like is that you find only locals there.” Dating from 1520, this charming tavern is packed with original features including weathered flagstone floors, dark wooden beams and a pewter-topped bar worn smooth by centuries of patronage, while its riverside terrace offers spectacular Thames views. 

Once frequented by smugglers and sailors, you can still see a hanging noose outside where executions took place. In the centuries that followed, it drew a fashionably bohemian crowd, including writer Charles Dickens, crooner Frank Sinatra and Princess Margaret. Today, it welcomes visitors seeking traditional British fare: hearty Sunday roasts, fish and chips, and classic pies paired with expertly pulled pints.

For an authentic slice of London life, Jeff loves Hackney's vibrant trio of Broadway Market, Hackney City Farm and Columbia Road Flower Market for the perfect Sunday expedition into the capital's more colourful side.

“Broadway Market is fantastic. When I want to buy meaningful gifts for friends or family, this is where I come." 
 

This daily street market transforms on weekends into an effervescent thoroughfare lined with independent shops and stalls where artisanal producers showcase everything from handcrafted jewellery to small-batch ceramics. Between browsing, stop for aromatic coffee, sourdough loaves still warm from the oven or tantalizing global street food that reflects London's diversity.

Just a short walk away over Regent’s Canal lies Hackney City Farm, an unexpected oasis in urban surroundings and a distinctively unique thing to do in London. The working farm offers kids (and adults) close encounters with goats, sheep and pigs while emphasizing more sustainable city living through its herb gardens and craft workshops. Finally, head to Columbia Road Flower Market, an enchanting landscape of color and scent with everything from seasonal blooms to exotic houseplants and garden accessories. Beyond the flowers, charming independent boutiques, cafés and art galleries line the road, offering vintage finds and quirky homewares. Arrive early for the best picks or linger later for bargain bouquets.

Of course, what separates an ordinary London visit from an extraordinary one is personalization. Jeff and his team at Sofitel London St James pride themselves on their “Cousu Main" approach to hospitality, where no two guest experiences are alike.

"Each guest is different. My role is to adapt, personalize and make the impossible happen."

For a business traveller, Jeff might recommend Franco's on Jermyn Street, a traditional Italian restaurant perfect for meetings, followed by an in-room massage after a long day of work. For a family, he would create custom itineraries featuring child-friendly attractions like Hamleys toy shop, while for a couple seeking romance, Jeff might arrange an exclusive dinner at a restaurant with panoramic views or an evening at enduring jazz club Ronnie Scott's.

Over his years at Sofitel London St James, Jeff has fulfilled numerous unusual guest requests, showcasing the lengths to which a dedicated concierge will go. His most memorable was arranging a James Bond experience for an enthusiastic fan.

"First, we booked him a helicopter ride," Jeff recounts. Then the guest and his wife boarded a chartered private yacht on the River Thames, with themed food and music, passing iconic London sights including the MI5 headquarters at Millbank and the MI6 building near Vauxhall Bridge. The journey continued to Tower Bridge, creating a memorable London experience that delighted and charmed in equal measure.