Alternative London

GO FEEDBACK:Rather than visiting London's better-known tourist attractions, why not venture off the beaten track, writes EMMA SOMERS

LONDON IS FAMOUS for its art, museums, theatre and shopping, but that doesn’t mean you have to stick to the beaten track. Here are a few alternatives for the summer.

Art attack

London is heaving with art galleries but sometimes it can be difficult to dedicate hours of your holiday time to visiting just one. First Thursdays (firstthurs days.co.uk) solves that problem. Once a month – the first Thursday in fact – East London’s galleries open their doors after hours, staying open until 9pm. Whitecross Street Market near the Barbican Centre is as good a place to start as any, with great food and coffee.

The Ancient Modern gallery is nearby, as is Cabinet and the Magnum print room. Or head towards Shoreditch and Bethnal Green and wend your way around the dozens of galleries there, many offering nibbles and wine to entice culture vultures. The Drawing Room (drawingroom.org.uk) is a little further out, but worth the trek.

The First Thursdays website suggests itineraries or you can pick up a map in most of the participating galleries. It’s a fun way to discover East London’s vibrant art scene and, if you’ve had your fill of walking, each month you can also join curators, writers, academics and artists on a guided bus tour visiting a selection of First Thursdays galleries (tour starts at 7pm sharp).

Theatre trips

The reconstructed Globe Theatre is a treat for anyone with even a passing interest in Shakespeare. Enthusiastic guides share all sorts of titbits about the Bard’s relationship with the theatre and about the city of London back in the day, around 400 years ago to be precise. The masses of Bankside would cram into the Globe’s open-air yard for performances of Shakespeare’s latest work. By the early afternoon curtain call (necessitated by the city’s curfew), the patrons – men, women and children alike – were often drunk, having spent the day swigging beer to avoid London’s poorly sanitised water . . . and the Black Death.

Make the most of a matinee performance at the theatre and pick up a picnic from nearby Borough Market (open Thursday to Sunday, boroughmarket.org.uk), one of the city’s oldest food markets. With all sorts of mouthwatering dishes (hardcore carnivores will love the Roast stall), desserts and fresh produce to choose from, it won’t take long to fill a bag and make your way to the nearby grounds of the Tate, or find a spot along the Thames on your way to the Globe. If you’d rather eat in, try Tapas Brindisa in the market for a cheap and tasty lunch – but get there early. Either way, get in the mood with a few beers before heading along to a 2pm performance at the Globe. If it was good enough for Shakespeare . . .

Museum mania

Don’t leave London without paying a visit to the Museum of Brands, Packaging and Advertising (museumofbrands.com). Yes, it’s ironic that a museum showcasing almost 200 years of branding should have such a dull name but that shouldn’t put you off. The collection tells the story of our love affair with consumables, as well as a concise history of social and technological change since Victorian times. It began life more than 35 years ago, as a hobby for the then 16-year-old Robert Opie, who saw the value in holding on to what other people throw away. It’s a great exhibition for all ages – even children and teenagers will be fascinated by the longevity of some familiar products.  These products tell all sorts of stories from recent history – the beginning of mass production, the austerity of the first and second World Wars, the burgeoning glamour of the 1950s, the changing place of women in society, the arrival of TV and processed foods and the decimal system, the branding of politics – with more than 12,000 pieces combining to remind us that the more things change, the more they stay the same.

This is a vivid and intriguing trip through the shopping baskets of yesteryear that is bound to take you back (Dinky cars), make you wonder (Heinz Real Turtle Soup) and crack a smile (Cadbury’s decimal coins). And the museum is tucked away near Portobello Road, so follow it up with a browse through the market stalls (Fridays are best; Saturdays are bedlam).

Shopping spree

For some, London means one thing: shopping. For others, Oxford Circus and its environs make Dante’s Inferno seem prophetic. The quieter streets of Seven Dials (sevendials.co.uk), tucked away between Covent Garden and Soho, provide a happy medium. Seven streets radiate from its eponymous sun pillar, each home to a selection of boutiques, vintage shops and the odd highstreet name (Diesel, Superdry, Berghaus). If you love the vintage look but point blank refuse to rummage, try Mint on Earlham Street, where the collection is handpicked to reflect current trends: beautiful leather satchels, fitted denim jackets and 1980s Wayfarer sunglasses. Tatty Devine on Monmouth Street is a great spot for original jewellery, with fun but beautifully handmade pieces and collaborations with, among others, artist Rob Ryan. There are also plenty of bars and cafes in the area for weary shoppers, and the Covent Garden market isn’t too far away if you start to miss the madding crowd.

• Emma Somers travelled to London Heathrow with bmi, British Midland International. One way fares start at €35 including taxes. The airline does not charge for checked-in baggage, seat allocation or check-in. It flies up to five times a day from Dublin to London Heathrow and six times a day from Belfast. To book, visit flybmi.com.
• Emma stayed at the Jumeirah Lowndes Hotel in Belgravia. Rates start from £180 (€216) plus Vat per night, tel: 0044-207-823-1234, jumeirah.com.
• For more information about what to do and see, go to visitlondon.com.