This is a sponsored article on behalf of This Is Soho.
It's the most wonderful time of the year in Soho!
The neighbourhood's buzzing streets are aglow with beautiful light installations designed by local children; a heady mix of vintage shops, cult brands, and indie record stores is here to help you sort your Christmas shopping; and there's a pint with your name on it in one of the immensely charming boozers that call Soho home.
Below we've put together a few recommendations for the ultimate festive day out in this fun-loving part of the West End — from crisp morning mooches to late-night revelry.
Once you're sufficiently caffeinated, it's time to make a start on that Christmas shopping. Know a music lover? Head to Berwick Street for a rummage in Sister Ray and Reckless Records — two independent treasure troves of music that have been supplying Londoners with quality vinyl since the 1980s.
Shopping for a comics connoisseur? Stay on Berwick Street and hit up Gosh! Comics. These guys have 34 years' industry experience and an unrivalled selection of graphic novels to stick your nose into.
Then there's fashion. Whether you're looking for a killer Christmas party outfit, or a gift to give the snappy dresser in your life, Soho'll sort you out. For menswear, you've got the likes of indie brand Universal Works, the eco-conscious Oliver Spencer, and cult retailer END. God Can't Destroy Streetwear is the place to go for statement pieces, and you've got Footpatrol and Axel Arigato for all the latest trainer releases.
Love vintage? Head to Dunno Curated for preloved, reworked, and upcycled treasures, or find archival designer goods at concept store The Collection. And let's not forget to accessorise: premium eyewear by Ace & Tate and Sandqvist's Scandi-chic backpacks can help you complete your look.
As dusk descends, the skies above Soho begin to glow with Christmas lights designed by the talented pupils of Soho Parish School. Take a moment to follow this heart-warming trail of 21 illuminations, based on the children's festive-themed drawings.
By now, you'll probably want to refuel. Choose from the likes of award-winning Thai grill Kiln, tapas-and-charcuterie restaurant Ember Yard — which has just launched a cracking Christmas menu, complete with festive cocktails — and stylish Chinese The Duck and Rice.
Fancy a nightcap? Try one of Soho's historic watering holes, such as The Blue Posts pub on Berwick Street or Rupert Street, before heading home or getting stuck into the area's nightlife. Explore new basement speakeasy SOMA, or head to good old Ronnie Scott's for some red hot jazz.
This was just a taste of what Soho's got in store for you this Christmas. Visit the This is Soho website for all the latest news.