West End

From Frikipedia

Poorly-defined area of London where everything costs an awful lot more, for no discernable reason other than to scam tourists and rip off the wealthier residents of the city, who are wealthy enough to not really care.

The West End roughly encompasses the "entertainment" district around Leicester Square and Covent Garden, the "retail" district" around Oxford Street and Bond Street and the random arty bits around Trafalgar Square and beyond.

To circumnavigate the West End, start from Leicester Square and walk outwards. If you hit a bank, you've gone too far east. If you hit a river, you've gone too far south. If you hit Buck House, you've gone too far west. If you hit a red light district, you've gone too far north.