Small hotel run by a lovely and extremely helpful Italian family. By "run by" I don't mean "owned." I literally mean that an older couple and what seems to be their twin sons do ALL the work. They are incredibly helpful (allowing you to store luggage after you've checked out), friendly (I never saw them without a smile on their faces), and trusting (they saved us a room with no collateral, credit card information, etc; just a name to book it under).
After staying at the nearby Smart Russell Square hostel that charged for every little thing and whose staff was extremely brusque and UNhelpful, this made my trip to London a happy one. I'd recommend it to anyone.