There are plenty of beautiful luxury hotels in the world. But how many can you recognize from the interiors alone?
That's one of the things I love about Firmdale Hotels.
If you've ever walked into a hotel and found yourself admiring the wallpaper, studying the artwork, or wondering where on earth they found that fabulous chair, chances are you'd appreciate a Firmdale property.
This is not the world of beige, understated minimalism.
It's colorful, layered, playful, and full of personality. And behind it all is one of the most recognizable names in hotel design: Kit Kemp.
For my Hotels You Should Know: Collection Edition, we're heading to London and New York to explore a family-owned collection that has been doing boutique luxury differently for decades.
The Story Behind Firmdale Hotels
Founded in 1985 by husband-and-wife team Tim and Kit Kemp, Firmdale Hotels has grown into a collection of 11 distinctive hotels across London and New York.
Tim and Kit opened their first property, Dorset Square Hotel, in London's Marylebone neighborhood. What followed was a portfolio that helped shape the modern boutique hotel movement.
Today, there are eight hotels in London and three in New York.
And while every hotel has its own identity, there's a common thread throughout the collection: thoughtful hospitality, exceptional attention to detail, a love of art and craftsmanship, and interiors that refuse to take themselves too seriously.
Kit Kemp, the collection's co-founder and creative director, is responsible for the interiors, and her influence extends well beyond the hotels themselves. She's also a textile and product designer, author, and champion of contemporary artists and craftspeople.
Her style is unmistakable.
Why Design Lovers Should Know Kit Kemp
Some hotels use design to create an atmosphere.
Kit Kemp uses design to tell a story.
Expect bold fabrics, oversized headboards, contemporary art, beautiful upholstery, unexpected color combinations, and an eclectic mix of antiques and modern pieces.
What I especially appreciate is that these spaces feel collected rather than decorated.
There is a difference.
The rooms don't look like they were ordered from a luxury hotel furniture catalog. They're individual, often whimsical, and filled with details that reward a closer look.
And that philosophy extends into the public spaces.
Which brings me to something I consider essential when evaluating a great hotel: the lobby, restaurant, and bar.
A beautiful bedroom is wonderful, but I also want somewhere fabulous to have a cocktail, meet a friend, enjoy dinner, or simply linger.
Firmdale understands that a hotel should be somewhere you actually want to spend time.
Firmdale Hotels in London
London is where the collection began, and its eight hotels offer very different ways to experience the city.
Ham Yard Hotel | Soho
If I were introducing someone to Firmdale for the first time, Ham Yard Hotel would be high on my list.
Located in the heart of Soho, the hotel has the feel of a little urban village, complete with a tree-filled courtyard, restaurant, bar, rooftop terrace, spa, screening theater, and even a bowling alley.
Yes, a bowling alley.
It's a wonderfully unexpected detail, and exactly the sort of thing that makes a hotel memorable.
The interiors are quintessential Kit Kemp, but what makes Ham Yard especially appealing is the energy of its public spaces.
This is a hotel that feels very much part of London rather than removed from it.
Best for: Design lovers, theatergoers, couples, and travelers who enjoy a lively hotel with plenty happening beyond their room.
The Soho Hotel | Soho
Tucked away on a quiet mews in one of London's liveliest neighborhoods, The Soho Hotel offers another interpretation of Firmdale's colorful personality.
The hotel is known for its bold interiors, spacious rooms, screening rooms, and Refuel Restaurant & Bar.
It's the kind of place where you can spend the day exploring galleries, shopping, and eating your way through Soho before returning to a hotel that has plenty of personality of its own.
Best for: Foodies, creative travelers, theater lovers, and anyone who wants to be right in the middle of London's cultural energy.
Covent Garden Hotel | Covent Garden
For travelers who love London's theaters, shops, and walkable neighborhoods, Covent Garden Hotel is a wonderful option.
The hotel occupies a historic building in the Seven Dials area and feels more intimate and residential than some of London's larger luxury hotels.
Its restaurant, Brasserie Max, is another example of Firmdale treating dining as part of the hotel experience rather than an afterthought.
Best for: First-time London visitors, theater enthusiasts, couples, and travelers who prefer smaller luxury hotels with a central location.
Charlotte Street Hotel | Fitzrovia
Charlotte Street Hotel is particularly appealing for travelers interested in London's art, design, and literary history.
Located in Fitzrovia, the hotel takes inspiration from the Bloomsbury Group and features original artwork throughout its interiors.
Downstairs, Oscar Bar & Restaurant brings the neighborhood into the hotel with a lively dining and cocktail scene.
This is exactly the sort of place where I'd happily arrange to meet someone for a drink, whether I was staying overnight or not.
Best for: Art lovers, design enthusiasts, repeat London visitors, and travelers who appreciate a strong neighborhood identity.
Haymarket Hotel | St. James's
Just steps from London's theater district, Haymarket Hotel combines Firmdale's playful design with a wonderfully central location.
There's Brumus Restaurant & Bar, individually designed rooms, and a striking indoor swimming pool.
It's a good reminder that Firmdale can deliver the facilities of a larger luxury hotel while retaining the character of a boutique property.
Best for: Theater weekends, first-time London visitors, and travelers who want easy access to museums, shopping, and the West End.
The London Townhouse Hotels
Not every Firmdale hotel is designed around a bustling restaurant or bar scene.
Three smaller properties offer a quieter, more residential experience.
Number Sixteen, in South Kensington, is particularly appealing for its garden and proximity to London's major museums.
Dorset Square Hotel, the collection's original property, sits in Marylebone and offers a charming base for exploring the neighborhood.
Knightsbridge Hotel is well suited to travelers who want a more discreet stay close to some of London's best-known shopping streets.
These are wonderful alternatives for clients who appreciate Firmdale's design philosophy but prefer the intimacy of a townhouse hotel.
Firmdale Hotels in New York City
Across the Atlantic, Firmdale has brought its distinctive approach to three very different Manhattan neighborhoods.
And I love that each offers a different way to experience New York.
Crosby Street Hotel | SoHo
Crosby Street Hotel was Firmdale's first New York property, opening in 2009.
Located on a cobblestone street in SoHo, the hotel combines Kit Kemp's signature interiors with the energy of one of Manhattan's most recognizable neighborhoods.
And then there's The Crosby Bar.
This is precisely the kind of hotel bar I love. Beautifully designed, comfortable, and appealing enough that you don't need to be a hotel guest to want to spend time there.
It's the kind of place that makes a hotel feel like part of the neighborhood. I worked nearby in the first few years I lived in NYC, so we would take clients or media meetings here.
Best for: Art and design lovers, shoppers, foodies, and travelers who want a downtown Manhattan experience.
The Whitby Hotel | Midtown Manhattan
Just a short walk from Central Park and the Museum of Modern Art, The Whitby Hotel brings Firmdale's colorful British personality to Midtown.
Its individually designed rooms, art-filled public spaces, and beautiful drawing room make it a particularly interesting alternative to the more traditional luxury hotels in this part of Manhattan.
The Whitby Bar is another highlight, with its striking interiors and lively atmosphere.
For travelers who love museums, theater, and shopping, this is an excellent location.
Best for: Design-conscious travelers, couples, art lovers, and visitors who want Midtown convenience without a conventional hotel experience.
Warren Street Hotel | Tribeca
The newest addition to Firmdale's New York collection, Warren Street Hotel opened in 2024.
Located in Tribeca, the hotel is a celebration of Kit Kemp's love of color, pattern, texture, and contemporary art.
Its 69 individually designed rooms, suites, and residences offer a more residential take on luxury, while Warren Street Bar & Restaurant gives guests and neighborhood residents a stylish place to gather.
I particularly like the idea of Firmdale in Tribeca.
It's a neighborhood with its own distinct personality, exceptional restaurants, galleries, and a more relaxed downtown feel.
Best for: Repeat New York visitors, design lovers, couples, and travelers who prefer downtown neighborhoods.
The Restaurants and Bars Are Part of the Experience
One of the reasons Firmdale stands out to me is that the restaurants and bars aren't simply there to serve hotel guests.
They're an important part of the collection's identity.
From The Crosby Bar in New York to Oscar Bar & Restaurant in Fitzrovia, Refuel in Soho, and Ham Yard Bar & Restaurant, these spaces are designed to be enjoyed.
And I think that matters.
When I'm choosing hotels for clients, I pay attention to the places where they'll actually spend their time.
Is there somewhere beautiful to have a drink before dinner?
Does the restaurant have its own personality?
Will the hotel feel lively and welcoming when they return after a day exploring the city?
For me, a great hotel bar is never just a bonus.
It's part of the experience.
Which Firmdale Hotel Is Right for You?
One of the benefits of knowing a collection like Firmdale is understanding that its properties aren't interchangeable.
For a first trip to London, I might suggest Covent Garden Hotel or Haymarket Hotel depending on the itinerary.
For a design-loving couple who wants to be surrounded by restaurants and nightlife, Ham Yard or The Soho Hotel could be a better match.
Someone looking for a quieter London stay might be happiest at Number Sixteen or Dorset Square Hotel.
In New York, the decision might come down to whether you want the downtown energy of SoHo, the residential feel of Tribeca, or the museums and theaters of Midtown.
That's where understanding the individual hotels becomes important.
The right hotel isn't necessarily the newest, the most expensive, or the one with the most Instagram-worthy lobby.
It's the one that fits how you want to experience the destination.
Why Book Firmdale Hotels Through a Luxury Travel Advisor?
There are so many extraordinary independent and family-owned hotel collections that travelers may never discover on their own.
And even when you know the collection, choosing the right property and room category can make a tremendous difference.
As a luxury travel advisor, I spend a lot of time researching hotels, getting to know the people behind them, and understanding how the various luxury hospitality partnerships fit together.
That includes keeping up with hotel affiliations, preferred advisor programs, and the relationships that can help personalize a client's stay.
Depending on the hotel, booking channel, and applicable preferred partner benefits, I can also help identify opportunities for added value.
But sometimes the most important benefit is simply saving you hours of research and introducing you to a hotel you wouldn't have thought to book.
Firmdale is a wonderful example.
Eleven hotels. Two cities. One very distinctive design philosophy.
And plenty of different personalities to match with the right traveler.
Planning a Trip to London or New York?
Whether you're heading to London for theater, restaurants, and museums or planning a long weekend in New York, I'd love to help find the hotel that fits.
Tell me what you love in a hotel. Beautiful design? A fabulous lobby bar? A great restaurant? A neighborhood where you can walk out the door and immediately feel part of the city?
Those are exactly the details I pay attention to.
Because a great hotel isn't just somewhere you stay.
Sometimes it's one of the best parts of the trip.
