James Street has been a defining feature of Covent Garden since as early as 1630, taking its present name by 1638. It remains the key gateway into the Piazza and the historic Market Building, connected to Long Acre, Floral Street and King Street through the same network of passages and courtyards linking the wider Seven Dials and Piazza estate.
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Named as 'Europe's Best Shopping Destination', beyond James Street, the wider Piazza and Seven Dials estate brings together further global brand names including Saucony, Omega, Rolex, Reformation, Creed, Arc’teryx, Alo Yoga and Peak Performance
"Covent Garden’s blend of location, audience and cultural relevance has made it the UK’s most sought-after playground for experiential marketing. For brands looking to create standout moments in a setting that guarantees visibility and resonance, Covent Garden is difficult to beat." - 365 Retail


Our insatiable appetite for world-class dining means you're spoilt for choice when booking a reservation across the Covent Garden neighbourhood. From fusion concepts and Michelin-starred spots to street food hubs and foodie flagships, discover our must-try restaurants.

Covent Garden is one of London’s most popular shopping neighbourhoods, home to a wide range of world-class fashion, beauty, lifestyle stores and more. Discover a unique blend of global and independent brands designed to satisfy your every shopping need.
A vibrant cultural quarter where creativity, heritage and modernity create a blended mix of world-class theatre, independent boutiques and exciting food scene.