A brief office-specific reason can help when it is genuine, but it should not take over the cover letter. The main purpose is still to show why consulting, why the firm, and why your experience fits the role.

Office preference matters most when the reason adds credibility, such as family ties, language ability, prior work in the market, or a clear industry connection. A generic sentence about liking the city adds little.

For example, one sentence about prior healthcare work and the office's healthcare exposure is more useful than a paragraph describing the city. Keep the evidence tied to your candidacy.

If space is tight, prioritize stronger experience and motivation. You can explain office preference more fully when networking or when recruiting asks about location choices.

I would only add it if the office choice needs context. Otherwise the space is probably better used on experience.