This punchy and exciting yet deeply comfortable and welcoming Firmdale hotel is tucked away on a quiet street in the heart of London’s characterful entertainment district, surrounded by some of its best restaurants, bars, cafés, theatre and nightlife. It’s full of bold statements that are typical of co-owner and creative director Kit Kemp: her eye for beauty, fun and colour starts with the 10ft bronze Fernando Botero cat in the lobby, which has become something of a Firmdale symbol. As well as the drawing room, a quirky take on a private London residence, where light floods in, you’ll find a library, screening room and film club, plus the REFUEL restaurant and bar, with its wonderful motoring mural and all-day electric atmosphere. The 96 bedrooms, including suites, are blissfully comfortable, energetically designed and full of personality, with floor-to-ceiling warehouse-style windows.
Try out Film Club in one of the hotel’s luxurious screening rooms.
The G & Tea Afternoon Tea.
Owner and Creative Director Kit Kemp’s bath and body range, Rik Rak, or one of the patchwork toys made out of left over fabrics used in the hotel.