Straight laced and sophisticated, Chelsea is in South West London and home to London’s Euro crowd and their young families. Think Moncler, winter tans and European languages. Everything in Chelsea is very pleasant and aimed at a high rolling crowd. The King’s Road is Chelsea’s main drag with ‘mother ship’ Peter Jones at the more mainstream end while shops get a teensy bit more indie as you work your way down towards World’s End. There are pockets of activity elsewhere - including Chelsea Green and Brompton Cross. This is a smart and grown-up neighbourhood but one that also feels very homely.