Lonely Planet Review

Another classic from the folks at the Firmdale group who have been single-handedly making London an altogether more beautiful place to stay in recent years. Unfortunately, however, this is one Kit Kemp classic where you'll have to opt for the pricier rooms to get the full Firmdale treatment - the standard doubles aren't quite up to scratch.

Standard rooms aren't exactly unpleasant, but they're not as exciting as some of the other Kit Kemp projects in town. They're elegant and individual with solid granite and oak bathrooms, contemporary furniture and modern furnishings, but they're a tad boring. What's more, some have very dubious 'views' onto backs of buildings. However, if you're willing to flex the plastic, opt for one of the 'One Bedroom Suites' and look out over the city skyline or choose the 'Loft Suite' with its dizzyingly high ceilings and beds perched on a mezzanine. It's a lively hotel buzzing with media types and the ground-level 'Oscar' bar is one of the best places in Soho for people-watching.