With a compelling heritage that boasts the birthplace of Swinging London in the 60s, Carnaby is today the go-to destination for global fashion brands, unique independent stores, and world-first concepts. Located in London’s vibrant West End, just a short walk from Oxford Circus and Piccadilly Circus tube stations, the area invites you to discover over 160 brands spanning fashion, lifestyle, beauty, food, and drink across 14 streets, including the world-famous Carnaby Street.

Featured Stores and Experiences

Soho Hotel – 4 Richmond Mews, London, W1D 3DH

Nestled in the heart of London, The Soho Hotel is a seriously trendy place to call home when visiting. The hotel’s 85 bedrooms and suites, plus a couple of apartments with their own street entrance and private lift, are all individually designed and decked out with dramatic oversized bed heads and sleek, modern furniture. For views stretching across the city, opt for one of the four penthouse suites, each with tree-lined terraces.

Skin Laundry – 9 Newburgh Street – @SkinLaundry

The newest addition to the neighbourhood is the revolutionary skincare brand from California, Skin Laundry, which recently opened the doors to its first stand-alone UK clinic and store at 9 Newburgh Street. The company that made laser facials “a thing” has been bridging the gap between medical cosmetics and beauty therapy since its inception in 2013.

Annie’s Ibiza – 3 Newburgh Street – @AnniesIbiza

Annie’s Ibiza is fast becoming the fashion circuit’s best-kept secret, frequented and loved by the likes of Kate Moss, Rita Ora, Paris Hilton, Peggy Gou, Maria Carla Boscono, Giovanna Battaglia, and Maya Jama, who travel especially for Annie’s unique and one-of-a-kind pieces. Revel in bespoke vibrant fashion pieces, handpicked by Annie from an array of designers at her boutique located at 3 Newburgh Street.

Soho Home – 31 Foubert’s Place, London, W1F 7QG – @sohohome

Designed to mirror the look and feel of Soho Houses around the world, the range introduces handcrafted furniture alongside luxury textiles, lighting, and tableware. The new interior design service will help you bring the atmosphere of your favourite House to your home and entertain guests in style. Marking the first physical location for Soho Home Design, customers can receive in-person interior design services from the team behind Soho House. With more than 25 years of experience, our interior designers can advise on how to maximise your living space, select the right dining furniture, or create a restful bedroom haven.

Ugly Dumpling – 1 Newburgh Street, W1F 7RB – @ugly.dumpling.uk

The first-ever restaurant from Ugly Dumpling. Discover a fusion of Western/Eastern flavours transforming the humble dumpling from an Asian street snack into a new dining sensation. Set over two floors, step inside for a unique combination of artisan dumplings that have proven popular with Londoners on the street market scene. Enjoy traditional Asian classics including Aromatic Duck and Pork Belly in dumpling form, as well as innovative new concoctions including Cheeseburger and Mushroom & Truffle dumplings.

Aubin – 15 Newburgh Street, London, W1F 7RX – @aubinandwills

Aubin’s flagship store is situated in the heart of Carnaby’s Newburgh Quarter. The Aubin store provides an immersive brand experience. The store epitomises the brand’s ethos of Better is Greater Than More with its use of beautiful, reclaimed materials and furniture. The full collection is available in store. Aubin & Wills was established in 2008. Originally launched as the elder sibling to the brand’s former stablemate, Jack Wills. The Aubin brand is now independently owned and run by its original founders.

MOR London – 12 Ganton Street – @MorLondon and @Seven_Mor

Find handmade, bespoke jewellery at Seven Mor and Mor London, which have been carefully crafted by Filiz Ayan and her team. Located at 7A Newburgh Street and 12 Ganton Street, they offer one-off pieces for men and women using organic and natural materials, silver, white gold, and titanium.

TOAST – 2 Newburgh Street, Carnaby, London, W1F 7RD – @toast

TOAST aspires to a slower, more thoughtful way of life. TOAST began with loungewear and nightwear, designed in a farmhouse in Wales. Originally founded by James and Jessica Seaton in 1997, the collections reflected a sense of ease and a slower, more thoughtful way of life. Today, led by Suzie de Rohan Willner, TOAST creates and curates simple, functional, beautiful clothing, homeware, and editorial.

GANNI – 36 Beak Street, W1F 9RF – @ganni

GANNI is a Danish brand specialising in ready-to-wear collections. Starting out in 2000 by an art connoisseur and gallery owner’s desire to create the perfect cashmere knit, GANNI has developed exceptionally over recent years with its Scandi sense of style full of personality and contrasts. GANNI is represented in more than 400 of the world’s finest retailers as well as through 21 concept stores across Denmark, Norway, Sweden, and now its first UK store on Beak Street.

Samsøe Samsøe – 47 Beak Street, Carnaby, London W1F 9SE – @samsoesamsoe

An international brand rooted in Scandinavian simplicity. Samsøe Samsøe originally began selling only jewellery; the label soon expanded to include premium T-shirts, primarily for men. In 2000, Peter Sextus and Per-Ulrik Andersen took charge of the brand, transforming it into an international fashion house focusing on contemporary clothes, footwear, and accessories for men and women.

With a nod to its Scandinavian heritage, Samsøe Samsøe is defined by a wearable aesthetic that combines the utilitarian energy of Copenhagen street style with a quintessentially Scandinavian spirit. Collections transcend trends, drawing on Denmark’s renowned design tradition to result in minimalist, affordable, and accessible fashion with a clear Nordic look.

Jinjuu – 15 Kingly Street, London W1B 5PS – @jinjuusoho

Jinjuu’s delectable cuisine is inspired by deep Korean roots and showcases a unique and modern Korean beverage and food experience. Located on Kingly Street, Jinjuu’s menu of sharing platters gravitates towards Korean comfort foods, alongside Soju cocktails and Asian beer. With dishes such as Kimchi Disco Fries, Korean Tacos, and, of course, Korean Fried Chicken, Jinjuu’s menu is truly unique and offers something for everyone.

Iconic Carnaby Installations

Rainbow Installation, Carnaby Street

Two brand new rainbow installations have been revealed on Carnaby Street, with two bright shimmer disc rainbows arching over the world-famous Carnaby Street.

Union Flag, Carnaby Street

Impossible to miss, the giant 3D shimmer flag stands over the junction between Carnaby Street and Ganton Street. Adorned with 30,000 red, white, and blue shimmer discs, this is by far the coolest Union Flag in London.

Festoon Lights, Kingly Street

Head to Kingly Street, home to some of the best restaurants in Carnaby. From Dishoom, Pizza Pilgrims, Kolamba, and Dehesa, this back street is home to some treasures. Dine al fresco here and enjoy a photo on the outdoor seating under the pink festoon lights.

Ganton Street Giant Light Bulb Installation

Head over to the west side of Ganton Street and be dazzled by 51 oversized light bulbs suspended from the sky. Don’t miss the installation at night — the LED light bulbs light up in a rainbow of colours, creating a spectacular light show.