Located in West London and south west of Shepherds Bush, the once rural area of Hammersmith is a main thoroughfare for traffic travelling west to east and vice versa along the A4 road and south to the Thames along Fulham Palace Road. Hammersmith's main landmark is the Olympia Exhibition Centre which it hosts different types of trade shows, exhibitions, pop and music concerts and sporting events. Hammersmith is also home to the Charing Cross Hospital, one of London's main medical centres. The Riverside Studios arts centre located on Crisp Road is a popular place in Hammersmith and for those fans of rock music, the famous Labatt's Apollo is located nearby in Caroline Street in Hammersmith.