The West End of London was where Bill Savage led the Mad Dogs after breaking through the Gant's Hill Checkpoint. They went to Trafalgar Square in order to make a public announcement of the existence of The Resistance to Volgan occupation.
It was an area with many department stores. After the invasion they were restricted for Volgan use only. Savage stole some clothes to disguise his men so that they would be picked up as civilians the following morning.