Who's Going
Ellen Pompeo, Kate Middleton, Tinsley Mortimer
Reason to Stay
Historic Location, Designer Hotel, City Center
Hotel Type
Luxury Boutique Hotel
Trend making design by hoteliers Kit and Tim Kemps (Soho Hotel, Charlotte Street) finds its seventh London location in the former-headquarters of American Express on a charming one-way street near Trafalgar Square. By day the area is inundated with suited-up businessmen and disheveled, disoriented tourists gripping well-worn city maps. By night the area is besieged with a pedestrian mob of club-goers and baseball capped hip-hoppers making their way into Piccadilly Circus and nearby Soho. It's the most 'city' hotel in the acclaimed Firmdale family, contained within a dignified white-architectural shell that contrasts well with the comfortably-modern lobby area of chocolaty-amber floors, surreal artwork and traditional furnishings finished off in screaming bright fabrics and fluffy pillows. The lobby divides the hotel's Brummus Restaurant and lounge-theme bar popular with local media-types from a separate, more-sedate living area decorated in abstract patterned furnishing with oversize carved-oak honor bar and cozy gaming table. The historically protected building includes a preserved salon known as 'The Shooting Gallery' offering a formal rectangular shape with soaring glass ceiling that is one of the best event locations in the city. The hotel basement has been reconfigured with a cobalt-blue swimmer's pool under twinkling-crystal ceiling surrounded by a sprawling lounge area of tufted metallic-leather sofas, ornate shell armoires and copper-encrusted vodka bar.
The Room
Having pulled the London hotel scene away from its frilly Victorian roots, Firmdale Hotels masters the comfortably chic room uniquely decorated, well sized accommodations. The five-story structure could easily accommodate 100-traditional rooms, instead offering 64 rooms and suites interconnected by abstract-floral wallpaper in tranquil coloring. Rooms feature solid-oak doors with chrome hardware opening to a small foyer and walk-in closet area with space for generous unpacking and lengthy visits. A small staircase divides the main entry area from the bedroom and living area, offering feathery floral sofas with overstuffed club chairs and chrome-accented coffee tables. Flat-screen Loewe televisions offer every international channel imaginable, as well as an in-house library of new Hollywood blockbusters best enjoyed with the well-priced room service menu. Beds are meticulously dressed with white Frette linens and a variety of pillows and blankets. Double-pane windows make for an almost eerily quiet night of sleep, given the outside congestion and all-night stampede of activity. Bathrooms are almost a carbon copy of Soho Hotel, albeit larger, surrounded in grey-spotted granite with walk-in rain shower and separate bathtub with wall-mounted TV.
Preferred Room
Luxury Double
Special Features
City-center, Oversized Guest Rooms, Historic Hotel
Amenities
Swimmers Pool, Fitness Center, Spa, Historic Location
