Grosvenor Square is best known as the home of the American Embassy. In the late sixties it witnessed many violent demonstrations against the Vietnam War. It is now also home to the memorial laid in remembrance of the victims of September 11.

On 16 September 1967, Jimi was presented with the Melody Maker award for Top Musician by Jimmy Saville. Jimi was photographed with Lulu, one of many times their paths crossed. Like so many large hotels, the Europa is now owned by one of the major chains and has been renamed the London Marriott Grosvenor Square, despite the entrance being round the corner in Duke Street.