London is a mecca for tourists, promising a big city world of wonders, from the London Eye to Big Ben, and Hyde Park to Madame Tussauds.
They aren’t always all they’re cut out to be, though, hence the neologism of ‘tourist traps’.
But there’s one visitor attraction that has been dubbed the ‘most naff’ of them all in the capital: Leicester Square.
In a roundup by The Telegraph it was described as the ‘West End’s premier holding pen of commerce, petty crime and rancid pizza slices’.
Despite the scathing review it’s hard to disagree, although Magic Mike at the Hippodrome may be its one redeeming quality (there’s a reason it’s run has been extended until January 3, 2027).
For all its criticisms it welcomes 2.5 million visitors each week and hosts more than 52 star-studded red carpet film premieres every year.
Some may see it as a stain on London’s landscape but it’s a historic part of the capital. In 1631 the second Earl of Leicester started construction of a large residence which included a large square open to the public in 1750.
In the 19th century theatres set up shop there, along with hotels, museums and exhibition centres. The 1960s saw the Rolling Stones, Sex Pistols, The Who and The Clash play early gigs at the legendary Cavern in the Town – which we now know as Leicester Square Theatre.
So, if you’re not looking to experience Leicester Square’s short-comings, here’s where you should go instead.
Instead of M&M world…
If you have a sweet tooth but the thought of queuing out the door just to spend a fortune on some M&Ms you could get in a supermarket, try something a little more bespoke.
Head just next door to Soho, and indulge at William Curley, a pâtissier chocolatier. The boutique chocolate shop serves up nostalgic sweet treats like fancy Jaffa Cakes or Millionaires Shortbread, while also serving some highbrow classics.
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William has won the title of Britain’s Best Chocolatier four times and has also collected more than 30 gold awards for his creations at the Academy Of Chocolate Awards. Now that’s something worth queuing for.
Not hungry? There’s hot chocolate, too.
Instead of the Lego Store…
The Lego Store is pretty cool, but you know where else you can buy those toy bricks? Hamleys.
Perched on Regent Street, the ‘joy emporium’ has seven floors worth of toys, including all sorts of varieties of Lego, as well as heritage teddy bears, Star Wars goodies, and Barbies.
But it’s not just a toy shop – there a demonstrations by staff members and elaborate displays (I’ll never forgive my father for not letting seven-year-old me have the life-sized giraffe plush toy that stood in the foyer).
There’s something to satisfy children (and probably adults too) of all ages, and the iconic store is a must-visit. It even received a Royal Warrant.
More on London tourism
- This is London’s most underrated landmark but tourists say ‘I looked at it and left’
- This £25 London tour is officially better than ‘life-changing’ bucket list attraction
- The London tourist attractions that have seen the biggest price hikes revealed
- 15 alternative things to do in London that aren’t the same old tourist traps
An alternative for theatre…
While we fully support a trip to the Hippodrome for a West End performance, there’s another great show on at the minute just down the road.
If you venture to the Dominion Theatre at Tottenham Court Road, you’ll be able to watch a musical with songs written by Elton John himself.
The Devil Wears Prada is currently showing and it’s unmissable. The grade II listed art deco building will host the musical until September 2026 and it’s a brilliant rendition of the 2000s blockbuster.
While Vanessa Williams is a good Miranda Priestly, Taila Halford as Emily really steals the show! Just don’t order a glass of prosecco while you watch, because it’ll cost you a small mortgage.
An alternative for cinema…
Leicester Square may be the home of London’s movie premiers, there are quieter cinemas to enjoy a film at.
The very retro Electric Cinema in Notting Hill is a must-visit. With 65 leather armchairs, cosily lit side tables, and even double beds on offer to watch your movie of choice, you’ll certainly be getting comfy.
With a choice of new films like Timothee Chalamet’s Marty Supreme, Hamnet, Inside Out 2, and The Housemaid – there’s something for everyone.
It’s a very inclusive cinema, with specific Electric Scream sessions for parents with children under two who can watch the film without a fear of their baby being too loud.
There are also special subtitled screenings for those who are hearing impaired.
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