Alright, let's start off with the good. The location is great! It's a 10-15 minute walk to five tube stations, so you can get anywhere in the city pretty quick. The Oxford Circus and Goodge Street (make sure you take the elevator, otherwise you are going down a ton of spiral stairs) stations are the closest. We checked in at their main offices just down the street from the apartment, Dannie walked us to the apartment and gave us a 15 min introduction to the place. The apartment is beautifully decorated, it's small but cute. The bed is in a loft, so you have to watch your head if you are tall when going into the bedroom.
Now for the bad. We went in late November and it was cold in London, but we were prepared for the cold. The thing that we were not prepared for was the coldness of the apartment and the cigarette smoke. The apartment is smoke free and there are signs everywhere not to smoke. We checked in early afternoon on a Thursday and their was little smell. However, after going out to explore and dinner we came back to an apartment that smelled like an ash tray (coming from a neighbor). The smell is generally distasteful for me and gives me a headache, but my wife is asthmatic and has a hard time breathing with the smoke.
The smell was the worst in the living/kitchen area, the bedroom/bathroom weren't as bad. But, this is when the second problem became apparent, the heat in the bathroom and bedroom doesn't work as well as the living room. So, you could be in the living room and not breath because of the smoke, or be in the back and be cold. The heaters are set on a timer (I couldn't find the timer) and they do not run often enough for my taste. It probably wouldn't have been as bad if we could had the door open to the living room.
We told management about our problems on Monday (we thought that the heaters in the back didn't work at all at the time), they told us that there wasn't much they could do about the smoke and that they would check the heaters. By the time the left on Saturday we were still cold and we were opening the window in the living room to get the smell out even though it was freezing.
I would recommend the apartment, but only if you go in the summer or if the smell of smoke doesn't bother you. I really wanted to love this place and the cold wouldn't have bothered me if I could have had the doors all open to equalize the temps. I know the smoke is out of their control, but I would want to know if booking again.