Swallow Street, London
Swallow Street is a short but historically rich street nestled in the heart of the City of Westminster, central London. It branches off from Piccadilly and continues northeast to the junction with Vine Street, where it transitions into a pedestrianised arcade that passes under the buildings of Regent Street and emerges on its eastern side. This unique hybrid of road and arcade serves as both a throughfare and a boutique shopping and dining destination.
Street Layout and Traffic Flow
The vehicular section of Swallow Street is relatively short, running for approximately 250 feet (about 76 metres) from Piccadilly to Vine Street. The road is one-way, with cars only permitted to enter from Piccadilly. Past Vine Street, the route becomes pedestrianised, transforming into a covered arcade known for its intimate retail atmosphere and access to Regent Street, one of London’s most prominent shopping avenues.
Origins and Historical Development
Swallow Street traces its origins back to the late 17th century. It was originally laid out following the Great Fire of London (1666) as part of the westward expansion of the city into what was then still semi-rural land. By the early 18th century, Swallow Street had become an important thoroughfare running from Piccadilly all the way to Oxford Street. However, the construction of Regent Street in the early 19th century—under the visionary plan of architect John Nash—sliced through its original course, leading to the truncation and partial absorption of Swallow Street into the new layout.
Name and Pronunciation
The street's name is believed to derive from a local inn or tavern called The Swallow, which once operated in the vicinity during the 17th century. There is no formal record of its exact naming date, but cartographic sources from the 1680s already identify the area as Swallow Street.
Pronunciation: The name is pronounced as SWOL-oh (/ˈswɒləʊ/ 
in the International Phonetic Alphabet).
Character and Atmosphere
Though brief in length, Swallow Street offers an intriguing mix of old and new. The vehicular part retains the ambiance of a tucked-away side street in Mayfair, while the pedestrian arcade is more cosmopolitan and lively, especially during evenings. With its lantern-style lighting and attractive brick facades, the arcade feels distinctly continental, reminiscent of passageways in Paris or Milan.
Notable Sights and Nearby Attractions
While the street itself is small, it lies in the centre of one of London’s most vibrant districts. Points of interest include:
- Piccadilly Circus – Just a 3-minute walk away, this famous junction is iconic for its LED signs and statue of Eros.
- Regent Street – Accessed via the arcade, Regent Street is a key destination for luxury and high-street shopping.
- Royal Academy of Arts – Located just west along Piccadilly, this venerable institution showcases British and international art.
- Burlington Arcade – One of London’s oldest shopping arcades, just around the corner.
- Restaurants on Swallow Street – The street is home to several upscale restaurants, including the renowned Bentley's Oyster Bar & Grill.
Real Estate and Property Values
Real estate along Swallow Street is rare and highly sought after, due to its central location and limited availability. The few flats and commercial premises on or near Swallow Street command premium prices. As of early 2025, residential properties in the immediate area average £2,500–£3,000 per square foot (£26,900–£32,300 per sq metre), placing them well above the London average of approximately £750 per square foot. A compact 800 sq ft (74.3 sq m) flat nearby could easily fetch upwards of £2.2 million, depending on condition and views.
Transport Connections
Nearest Underground Stations
- Piccadilly Circus Station – Served by the Bakerloo and Piccadilly lines. Exit 4 brings you closest to Swallow Street.
- Green Park Station – About a 6-minute walk away, offering access to the Jubilee, Victoria, and Piccadilly lines.
Nearby Bus Stops
Several Transport for London (TfL) bus stops are within a short walk, with frequent service along Piccadilly, Regent Street, and Shaftesbury Avenue. Common routes include:
- Route 9 – Hammersmith to Aldwych
- Route 14 – Putney Heath to Russell Square
- Route 38 – Clapton Pond to Victoria
- Route 453 – Deptford Bridge to Marylebone
Fun Fact
Swallow Street was once the location of the first premises of the famous tailoring firm Henry Poole & Co., credited with inventing the modern dinner jacket (tuxedo). Though the company later relocated to Savile Row, the historical connection remains a point of interest for those exploring the evolution of men’s fashion in London.
Quick Facts
- Location: City of Westminster, London W1
- Length: Approx. 250 feet (76 metres)
- Traffic Direction: One-way from Piccadilly to Vine Street; continues as pedestrian arcade
- Historical Origin: Late 17th century
- Pronunciation: SWOL-oh (/ˈswɒləʊ/)
- Character: Quiet, upscale, boutique, partly pedestrianised
- Nearby Attractions: Regent Street, Piccadilly Circus, Royal Academy of Arts
- Nearest Tube: Piccadilly Circus (Bakerloo, Piccadilly)
- Nearby Bus Routes: 9, 14, 38, 453
- Average Property Prices (2025): £2,500–£3,000 per sq ft
- Fun Fact: Former home of Henry Poole & Co., originators of the dinner jacket
Map of Swallow Street, London
Painting of Swallow Street, London (View image in full size)
