While London's West End blazes with festive lights and extravagant Christmas displays, a quieter, more cerebral form of magic awaits just off the main thoroughfares. On Piccadilly, three remarkable bookshops provide a sanctuary from the seasonal shopping frenzy, each offering a unique chapter in the story of literary London.
Maison Assouline: A Temple of Luxury Publishing
Nestled at 196A Piccadilly, Maison Assouline's London flagship is more than just a bookstore. Housed within a Grade II-listed 1922 banking hall designed by Sir Edwin Lutyens, it opened its doors in 2014 as a "luxury concept bookstore and cultural hub." Visitors are greeted by a meticulously curated selection of opulent coffee-table books from the Assouline publishing house, covering subjects from fashion icons to historic destinations.
The experience feels akin to browsing a private library or museum. Titles like Chanel: The Legend of an Icon and Ultimate Collection: Versailles command attention, though their price tags are equally arresting. The space seamlessly blends an art gallery, cafe, and cocktail bar within its stunning interior, earning its reputation as one of the world's most beautiful book cafes. The temptation to linger over a drink is palpable, until one glimpses the menu.
Waterstones Piccadilly: Europe's Largest Bookstore
Just a short stroll away at 203/206 Piccadilly stands the behemoth: Waterstones Piccadilly, the largest bookshop in Europe. This six-floor bibliophilic paradise occupies the former Simpson's menswear store, an Art Deco gem that opened in 1936. The building was designed by Joseph Emberton, with interiors by Bauhaus legend Laszlo Moholy-Nagy, features evident in its curved glass windows and striking 90-foot chromium light fitting.
Here, islands of book-laden tables invite exploration across a vast archipelago of shelves. The store caters to every literary whim and includes three cafes, one of which doubles as a bar. For many book lovers, a pilgrimage to this specific Waterstones is a non-negotiable part of any London visit, a testament to its scale and carefully cultivated atmosphere.
Hatchards: Britain's Oldest Book Merchant
Completing the literary trifecta is Hatchards at 187 Piccadilly. If Maison Assouline is the most beautiful and Waterstones the biggest, Hatchards holds the crown for history. Founded in 1797 by anti-slavery campaigner John Hatchard, it is the United Kingdom's oldest bookshop. It moved to its current location next to Fortnum & Mason in 1801, creating a perfect pairing for indulging both the mind and the palate.
Stepping inside is a journey through literary history. The creaky floorboards and rickety stairs have been trodden by the likes of Lord Byron, Oscar Wilde, Aldous Huxley, and Beatrix Potter. Today, its shelves are a formal garden of coloured spines, rich with classics and poetry. Hatchards also boasts a Rare Books & First Editions department and holds a Royal Warrant from King Charles III, continuing a tradition of royal patronage held under Queen Elizabeth II and Prince Philip.
In a district overwhelmed by commercial Christmas spectacle, these three establishments offer a different kind of gift: the enduring pleasure of discovery, the weight of a beautiful volume, and a direct connection to centuries of literary tradition. They prove that even amidst the brightest seasonal lights, the quiet glow of a good bookshop remains a powerful draw.
