"The families want them to be in secure and luxurious “home from home” accommodation, so provide them with chic apartments in high quality buildings. They choose to rent in Mayfair because they like the West End’s nightlife, restaurants and shops. They are also drawn to the area due to its proximity to Fashion, Art and Music colleges such as the London College of Fashion campus in John Prince’s Street and the London College of Contemporary Arts campus on Great Chapel Street.”