The Soho Hotel

The Scene

Planted squarely in the West End in uber-hip Soho, the Soho Hotel offers a location that theatre lovers especially would be remiss to pass up. You’re just off main streets (which keeps things quiet) but ideally located in the middle of a circle, nearly equidistant from Oxford and Picadilly Circus as well as Leicester Square (both the Underground stations and their sights). Due to the nature of the area, this is where London seriously doesn’t quit---Soho’s strewn with cafes, theatres, and media types. Be sure to go off the beaten path a bit; you’ll be rewarded with family- owned finds in restaurants and shopping that you won’t find elsewhere in London (thanks to Soho’s history of welcoming immigrants). Chinatown is a particular must-see.

The Concept

What we love about this hotel is how very Soho it feels, merging designer Kit Kemp’s zeal for design with her fondness for modern art. With a Firmdale Hotel you know to expect Kemp’s signature style, but the injection of often large statues (especially in common areas) instantly sets the Soho Hotel apart from others in the brand (not to mention the district). Not usually known for restaurants, Firmdale’s inclusion of the energetic and aptly named Refuel---given that the hotel was built atop a former car park---is a fantastic complement to the hotel, serving up an affordable pre-theatre menu as well as predictable (but delicious) favorites from all over Europe. A commissioned mural by Alexander Hollweg splashes across the back of the bar where the tipples aren’t cheap (but boy are they worth it) and the rejuvenating atmosphere draws media types from the surrounding areas. The connection to Soho’s current media-driven atmosphere is especially evident in the two screening rooms bedecked in colorful red leather and/or straight cowhide where you can catch a guests-only feature on Friday nights.

The Look

The Soho Hotel is perhaps the boldest of all the Firmdale collection. The colors are bright and plentiful, the patterns are enormous, the statues are large, the framed art is just as large, and space is no problem. In fact, most of the reason all these elements work harmoniously together in all their overt ostentation is the fact that there is so very much space to go round (though the standard room was on the small side in comparison to its deluxe neighbor, not to mention suites). Natural light is prized and invited in through large windows in nearly every room, but Kemp didn’t scrimp on custom lighting for each room. Higher-up rooms afford views over neighboring buildings; for a special treat, book a room with a terrace. Expect your customary luxe amenities and then some for suites and higher room classes, but be warned that you may need to ask for a kettle or coffeemaker in your room.

In Short

Kemp and Firmdale are certainly known for blending seemingly disparate designs into beautiful, completely original spaces; at the Soho Hotel, this art is taken to a new level with the addition of modern statues and a Soho sensibility. If being in the heart of entertainment and arts is your bag, impress the locals by staying at the original deluxe hotel in Soho.