Apartment 03.04 Fitzrovia Apartments, 50 Bolsover Street, London, W1W 5NG

They say you can't put a price on beauty. We've had a go. £1,695,000.

Right - you've scrolled past a dozen apartments today, every one of them stunning, every one a rare opportunity, not one of them memorable. So let's do this differently.

Central London is full of beautiful apartments.

Almost all of them are assets with a bed in - bought as a line on a spreadsheet, furnished off a mood board by someone who's never met the owner, photographed once and then left alone. Spotless.

Sterile. Nobody has ever burnt a Sunday roast in one. This isn't that. This one has a life in it. Someone has recently taken the place in hand, and they clearly had both taste and a budget.

Bouclé and brass, smoked glass, shelves with actual objects on them, sofas engineered for falling asleep in front of something you're only pretending to watch.

Underneath it all: Walnut floors, a white lacquer kitchen with stone worktops and a bronze mirrored splashback, bathrooms in large-format stone and walnut joinery. Three bedrooms, off a private hall.

The principal has fitted wardrobes and its own bathroom. The second is a proper double. The third is a bedroom or a study, depending on what your family is doing this year.

There's a cloakroom by the front door, so visitors don't have to take the full tour past everyone's bedrooms just to wash their hands.

Comfort cooling throughout, which we'll mention once and not oversell.

The reception and kitchen run together for twenty-eight feet - which is where everyone will end up standing anyway, regardless of what you spent on the sofa. Now, the area. Nobody can find Fitzrovia.

Ask ten Londoners where it starts and you'll get ten answers and at least four arguments. Bloomsbury has a museum, Marylebone a high street, Soho the decency to be obvious.

Fitzrovia has a postcode, several very good restaurants and nothing whatsoever a tour bus would stop for. Which is the entire point.

Zone 1, nine minutes from Oxford Circus, without the people who come to look at Zone 1.

Great Portland Street is two minutes from the door and reaches the City without changing - Barbican in eight minutes, Moorgate in nine.

If you've spent years insisting the Central line at 8am is fine, this is where you stop lying to yourself. Twenty-four-hour concierge. Regent's Park ten minutes north.

Harley Street next door, should it ever come to that. Portland and Pied à Terre have held Michelin stars since 2015 and 1993 - both walkable, so no taxi and no excuse. EPC B, valid to March 2032.

Anyone can buy a property in W1. Very few come with a life already in them. Beauty, as established, is priceless - this one's £1,695,000, and we'd move quickly.