This is one of Kit Kemp’s earliest designs in media-savvy Bloomsbury, refurbished in 2014 with boldly decorated rooms, a lively bar and restaurant, regulars from nearby ad agencies and film companies, and a refreshingly wide age range of leisure guests.
Fitzrovia feels totally urban and very village-y at the same time and competition between bars and restaurants is ferocious. Perfectly placed for the West End and Bloomsbury.
Style & character
The Firmdale Group, owned by husband-and-wife team Tim and Kit Kemp, now has eight hotels. This is one of Kit Kemp’s earliest designs in media-savvy Bloomsbury, refurbished in 2014 with boldly decorated rooms, a lively bar and restaurant, regulars from nearby ad agencies and film companies, and a refreshingly wide age range of leisure guests. She has a talent for welcome and interiors that don’t age, from a cheery hall with roaring baronial fire to an aesthetic inspired by the Bloomsbury Group familiars the Omega Partnership.
Service & facilities
The front door opens as you reach it, your bag is taken with a smile and newspapers are proffered if you are waiting. Reception is quick on the draw, everyone’s friendly and the Library and Drawing Room are just great for informal meetings or working out of your room. There’s a busy screening room in the basement, Soholistic offer in-room facials and treatments using unisex Temple Spa products, and also run the hotel gym.
- Fitness centre
- Room service
Bright tailors’ dummies in all 52 rooms reference the rag trade that once dominated the area. Pattern and palette are bold and confident, beds are blinding white havens, the top rooms have wonderful roofscape views (I like 403 with its two arched windows) and the luxurious new two-bedroom penthouse suite feels like a private house. All bathrooms have baths, Kit Kemp’s own RikRak products, iPal radios and decent make-up mirrors.
Food & drink
Oscar, the restaurant, has recently swapped vivid orange for duck egg blue, with chairs upholstered in blue boiled wool or textiles to match the extrovert murals (which they’ve kept, phew). The large, convivial bar – try the Passion and Ginger Caipirinha – blends into the dining area and the menu features light, fresh, seasonal dishes. If you’re going to splash out on a glamorous ‘cake stand’ afternoon tea, do it here. Friday Night and Sunday Film clubs combine a three-course meal with a movie in the downstairs screening room.
Access for guests with disabilities?
There is a ramp for the two front door steps and 5 accessible rooms, two of which are fully wheelchair-friendly.
Yes. Two of the suites connect and one suite connects with a room. Children get their own dressing gowns, a welcome gift, children’s menu and milk and biscuits before bed.
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