Firmdale in London

Ham Yard Hotel

Soho 2014 $$$$

“Maximalist Soho village”

Lively

Design Silver Brilliant execution. And we’re picky. Design Architecture and interiors lead. There’s a creative vision at work. The whole shorthand → Luxe Silver Brilliant execution. And we’re picky. Luxe The guest is conspicuously well cared for. Requests met before they’re made. The whole shorthand → Social Silver Brilliant execution. And we’re picky. Social Energy and scene. Where the city goes out, whether or not it’s sleeping here. The whole shorthand →

Covent Garden Hotel

London 2019 $$$$

“Whimsical theatreland townhouse”

Lively

Design Silver Brilliant execution. And we’re picky. Design Architecture and interiors lead. There’s a creative vision at work. The whole shorthand → Luxe Silver Brilliant execution. And we’re picky. Luxe The guest is conspicuously well cared for. Requests met before they’re made. The whole shorthand → Social Bronze They did this well. You’ll notice. Social Energy and scene. Where the city goes out, whether or not it’s sleeping here. The whole shorthand →

Haymarket Hotel

London 2017 $$$$

“Playful Regency townhouse”

Lively

Design Silver Brilliant execution. And we’re picky. Design Architecture and interiors lead. There’s a creative vision at work. The whole shorthand → Luxe Silver Brilliant execution. And we’re picky. Luxe The guest is conspicuously well cared for. Requests met before they’re made. The whole shorthand → Heritage Bronze They did this well. You’ll notice. Heritage A building with history. The story of the place is part of the stay. The whole shorthand →

Charlotte Street Hotel

Fitzrovia 2000 $$$$

“Bloomsbury design showpiece”

Lively

Design Silver Brilliant execution. And we’re picky. Design Architecture and interiors lead. There’s a creative vision at work. The whole shorthand → Social Bronze They did this well. You’ll notice. Social Energy and scene. Where the city goes out, whether or not it’s sleeping here. The whole shorthand → Local Bronze They did this well. You’ll notice. Local Rooted in place. Local character runs through the whole stay. The whole shorthand →

The Soho Hotel

Soho 2004 $$$$

“Maximalist mews hideaway”

Lively

Design Silver Brilliant execution. And we’re picky. Design Architecture and interiors lead. There’s a creative vision at work. The whole shorthand → Luxe Bronze They did this well. You’ll notice. Luxe The guest is conspicuously well cared for. Requests met before they’re made. The whole shorthand → Social Bronze They did this well. You’ll notice. Social Energy and scene. Where the city goes out, whether or not it’s sleeping here. The whole shorthand →

Our shorthand

What makes a hotel special, how well they pull it off, and what it feels like outside the door.

How well they pull it off

Gold

Extremely rare. Sets the global standard.

Silver

Brilliant execution. And we’re picky.

Bronze

They did this well. You’ll notice.

Listed

A defining trait. Makes the hotel what it is.

The eight vibes

Design

Architecture and interiors lead. There’s a creative vision at work.

Luxe

The guest is conspicuously well cared for. Requests met before they’re made.

Local

Rooted in place. Local character runs through the whole stay.

Social

Energy and scene. Where the city goes out, whether or not it’s sleeping here.

Heritage

A building with history. The story of the place is part of the stay.

Wellness

Built around feeling better. Rest, sweat, soak, spa.

Classic

A hotel the city grew up with. Same rituals, same regulars.

Resort

A world of its own. No reason to leave the property.

Scene — what’s outside the door

Lively

Where things happen: restaurants, shops, people.

Central

Well-located: walkable to some things, a short ride to more.

Quiet

Away from the crowds. Getting around takes intention.

Secluded

A place apart: the property is the destination.