Fitzrovia London, United Kingdom
Opened
2000
Price
$$$
Rated for
Design Heritage SocialOutside the door
Surrealist modernist dreamscape
A theatrical lobby welcomes guests with sheer flowing drapes, glowing onyx counters, and a monumental stained-glass mural.
“This mod '60s building, originally a carpetmakers’ headquarters, was co-opted as a hotel by Ian Schrager when he ran Morgans hotel group.”
What it’s good at
Notable
Surrealist public spaces feature Dalí lips sofas, glowing onyx counters, and glass-encased bathrooms draped in silk.
Notable
A Grade II* listed 1958 modernist headquarters retaining a soaring stained-glass mural by artist John Piper.
Notable
Weekend cocktails gather lively crowds along the eighty-foot glowing Long Bar and inside the violet-hued Purple Bar.
What they say
Michelin Selected
Michelin
Also in Condé Nast Traveler.
the interiors find Starck and Schrager in rare form, raising their game a bit to stand out in this most competitive of hotel markets.
Right in the middle
Well-located: walkable to some things, a short ride to more.
Set along Berners Street in Fitzrovia, the hotel sits steps north of Oxford Street and an easy walk from Soho.
The rooms
Glass-encased bathrooms are draped in sheer curtains, joined by silver-leaf sleigh beds, ceiling-mounted paintings, and custom script rugs.
The spa & gym
- Spa
- Tailored spa treatments and massages available upon request.
- Gym
- 24-hour fitness room equipped with cardiovascular machines and free weights.
Dogs stay too.
At the table
Eye-backed stools line the glowing Long Bar, and dining tables look out onto an open courtyard garden with fountains.
How it began
Built in 1958 as a wallpaper company headquarters, this post-war modernist landmark still showcases its listed mid-century curtain wall facade.
Good to know
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London
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Our shorthand
How we rate hotels.
The medals
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
Built around a vision. Even the door handles have a designer.
Luxe
Cared for at every turn. The bath is drawn before you ask.
Local
It could only be here. You wake up knowing where you are.
Social
Where the city goes out. The bar is full and the night is young.
Heritage
A building with a story. Once a palace, a monastery, a station.
Wellness
You leave feeling new. Rest, sweat, soak and sleep like a stone.
Classic
The city grew up with it. Same rituals, same regulars, same bar.
Resort
A world of its own. Something to do from breakfast to nightcap.
The scene
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.