Arrival in London and a Notting Hill Evening Stroll
On November 11, 2023, as evening began to settle, I made my way from Heathrow Airport to central London via the Tube. However, I was immediately met with a classic London challenge: many stations lacked elevators. Hauling a heavy suitcase up and down stairs was more strenuous than I’d anticipated. In my day job in digital marketing, I often think about smooth user journeys, but physical travel presents its own set of obstacles! Finally, I reached my hotel, checked in, and noticed there was still some daylight left. “Since I’m staying in Notting Hill, I might as well take a little walk,” I thought. With that casual intention, camera in hand, I set out into the city.
My aim was the famous Portobello Road Market area. The colorful buildings, antique shops, and cafes lining the streets are a joy to explore just by walking around. It felt like the perfect place to embody Photomo’s theme of “Walk, Shoot, Write.” Then, a thought struck me: “Wait, isn’t Rough Trade West somewhere around here?” For music lovers, especially vinyl enthusiasts, Rough Trade is hallowed ground. My heart quickened with anticipation as I picked up my pace.
An Unexpected Buzz: Discovering an In-Store Live at Rough Trade West
After about a 15-minute walk from my hotel, I finally spotted its iconic sign: Rough Trade West.
However, as I approached the store, something felt different. The shop was unusually crowded, and a sign at the entrance read: “SOFY IN-STORE LIVE TODAY.” An in-store live? To stumble upon a “Rough Trade West in-store live” event at this very moment felt like incredible luck!
A Serendipitous Encounter: SOFY’s Chilled Sounds
Barely able to contain my excitement, I slipped into the store. An acoustic live performance was already underway. The pleasant sound of a guitar and a clear, resonant voice filled the air. Since I hadn’t checked for events beforehand, I didn’t know who the artist was. A quick search on my smartphone revealed it was SOFY, an artist hailing from London. Her music was chill and pleasant, yet possessed an underlying strength. It seemed to perfectly capture the current London vibe. This London music experience promised a fantastic start to my trip.
The fans were all swaying and singing along, creating a wonderful sense of unity. The proximity between the artist and the audience was astonishingly close; it felt like you could almost reach out and touch them. Is this the everyday reality of London’s live venues, or rather, its record shops? This intimate atmosphere, something you wouldn’t find at a large-label, big-venue concert, felt like the true charm of the local music scene. Her performance was the very essence of Photomo’s spirit: “communicating sensations.”
The Afterglow of the Live Show, and a Tinge of Regret
SOFY played about five or six songs, and the in-store live ended all too quickly. Afterwards, it was time for her to mingle with the fans. Seeing her casually signing autographs and chatting, the thought crossed my mind, “If I buy a record, maybe I can get it signed…” However, I felt a bit intimidated by the atmosphere and ultimately couldn’t bring myself to ask. I still occasionally regret not mustering that little bit of courage. Small “what ifs” from a trip can sometimes linger in your memory for a long time. To my readers, if you ever find yourself in a similar situation, I urge you to take that step! That small act of bravery can lead to an unforgettable memory.
Exploring the Store: New and Used Vinyl
Shaking off my slight disappointment, I began to explore the store. The ground floor of Rough Trade West is entirely dedicated to new vinyl; unfortunately, I didn’t spot any cassette tapes. The minimalist and sophisticated display was, as expected, pure Rough Trade. A wide array of new releases and indie works across various genres lined the shelves, making it a browser’s paradise.
Then, I headed to the basement, the used records section I was looking forward to. The selection wasn’t bad by any means, but to be honest, compared to established Notting Hill record shops I’d visited before, like Reckless Records or Sister Ray in Soho, it felt slightly less extensive. However, this is just my subjective opinion. The joy of digging for hidden gems is common to all such stores. The fact that it offers both new and used records in the Notting Hill area makes it a very valuable spot. If asked for “best record stores in London,” I’d say it depends on your goal. Rough Trade for new releases and indie records, and the Soho institutions for deep dives into used vinyl.
Ultimately, I left the store empty-handed that day. The wonderful experience of SOFY’s live performance was more than enough of a takeaway. It was fortunate to have stumbled upon this shop as part of my Portobello Road music exploration.
Visiting Rough Trade West: Tips for Gigs and Record Hunting
While I was lucky enough to chance upon the Rough Trade West in-store live, it was truly serendipitous. Rough Trade frequently hosts in-store Gigs and signing sessions not only at their West location but also at other branches like Rough Trade East. If you want to attend a specific artist’s event or simply soak in the live atmosphere, I highly recommend checking the event schedule on their official website (https://www.roughtrade.com/) before your visit. That way, you might avoid the kind of “missed autograph” regret I experienced!
The store isn’t very large, but its selection of new records, in particular, is excellent. Also, I got the impression that their used vinyl selection was more extensive than at Rough Trade East (though this is from memory, so please check for the latest information).
Access and Nearby Attractions
Rough Trade West is within walking distance of Notting Hill Gate Station and Ladbroke Grove Station. It’s also close to the famous Portobello Road Market, making it ideal to visit in conjunction with a market stroll. This area, known as the setting for the movie “Notting Hill,” is full of beautiful streets and stylish shops, making it a delightful place to simply walk around.
When an in-store live event is happening, the store can get crowded. It’s a good idea to arrive with plenty of time to spare or visit at a different time to browse records at your leisure. In any case, for anyone looking to experience music or enjoy record hunting in London, this is a place I highly recommend visiting.
Conclusion: Musical Encounters Are the Spice of Travel
My experience at Rough Trade West was an unexpected gift. Discovering the wonderful music of a SOFY live performance by chance and feeling the buzz of London’s independent music scene firsthand was one of the highlights of my trip. The small regret of not getting an autograph will serve as a lesson for next time (haha).
Photomo is a media outlet that “conveys experiences.” If this article inspires your next trip to London or your musical explorations, nothing would make me happier. Even from a digital marketing perspective, I believe that sharing such real experiences and emotions is what truly moves readers and encourages them to take the next step. The streets of London are still brimming with culture waiting to be discovered. So, why not grab your camera and set out to find your own unique “experiences”?
Google Map :