The apartment itself was fine. Relatively spacious, clean and comfortable. Area is understandably very quiet at night.
However, be forewarned - this company has LOTS of fine print and non-standard business practices. First, they will ask you for your passport and £250 credit card "deposit" well before you arrive. They even say they may run a credit check on you.
The worst though is that the "deposit" is an actual charge, not a hold like every other hotel in the world does. They say they will refund it once you leave, but you never know how long that takes. You could end up having to pay it if the refund doesn't get there fast enough.
They also charge you if you arrive outside of their arrival time - £30 after 7pm and £100 after 10pm. I was 10 minutes after 7pm and sure enough they charged me. Their customer service people were completely inflexible and just pointed over and over to their "policies". Didn't even care why I was late.
Overall, I would never stay at this place again. There are too many options in London and this company is clearly more focused on making £30 off me than caring about customer service.