The Soho Hotel

Brash and brave, this designer hotel has gone from car park to über-cool London haunt for celebs and fashion icons

Had the Savoy been designed in the 21st century, it would be The Soho Hotel. This is an ambitious, big-city hotel with dramatically decorated rooms that are both serene and stylish, luxurious and liveable. Picture crushed velvet sofas, Moroccan silk carpets, Balinese driftwood sculptures, modern abstract prints and acres of Canadian oak flooring. And that’s before you hit the bedrooms. These are all lofty and light-filled, with floor-to ceiling windows, and with owner Kit Kemp’s elegant modern English design of fabric wallpapers, flowered printed furnishings and long linen curtains.

This is the largest Firmdale hotel in London - there are several reception and party rooms, a drawing room (with honesty bar) and library, 2 cinemas and a gym for guests’ use. Its Refuel restaurant is open to the public and guests may have breakfast there or in their room (room service is 24 hours). It’s also Soho’s first deluxe hotel and it has fitted, without fuss, into the trendy neighbourhood of bars, restaurants and late-night street life.

Highs

• Spacious bedrooms in contemporary English mode - all have floor-to-ceiling windows and sitting areas; 5th floor suites have terraces and lounge
• Plush library and drawing room with honesty bar; Refuel bar has excellent selection of wines by the glass, the restaurant serves modern European cuisine till midnight
• Great location in the heart of buzzy Soho; walking distance to West End theatres and Oxford Circus or Covent Garden shops

Lows

• It's expensive - mini or honesty, the bar prices are shocking and there's a charge for WiFi connection which seems petty
• The hotel will take your credit card and pin number when you check in to ensure drinks and dinner tabs are not forgotten