"How did it strike you on arrival?This is the latest offering in town from the popular Firmdale hotel group. Unusually, this outpost was placed in a brand-new building, which means the exterior is office-block bland but the entrance is saved by an impressive, gloopy bronze sculpture by Turner prize-winning artist Tony Cragg and the green leaves of oak trees. Once inside, things get much more exciting, with bright art on the walls and owner-designer Kit Kemp’s signature playful prints splashed across the furniture and walls. The open plan layout means that the reception segues into the bar (which is a nice way to get straight into the swing of things). What’s the crowd like?Like the hotel itself, its visitors are a mixed bunch, but what they are not is corporate—you might find fashionable mothers and daughters and couples here for the holidays. On sunny evenings, the hotel also draws Soho media types out of their offices to cluster around the tables in the courtyard The good stuff: Tell us about your room.All the rooms are individually designed, with oversized headboards in graphic prints and jazzy curtains. Most have floor-to-ceiling windows and brilliant city views (ask for one on the third floor or above, facing Soho). The smallest have room for a comfy armchair and a desk and the largest have fully grown lounges and kitchens. How about the little things, like mini bar, or shower goodies. Any of that find its way into your suitcase?Take home the bright striped pencils—they’re much more exciting than a boring ink pen. Please tell us the bathroom won’t let us down.The smaller rooms have bathrooms lined with granite and walk-in showers rather than tubs. The lavender and eucalyptus Rik Rak products are exclusive to the hotel. Maybe the most important topic of all: Wi-Fi. What’s the word?Free. Anything stand out about other services and features? Whether it’s childcare, gyms, spas, even parking—whatever stuck with you.Arguably, the best things about this hotel are the interesting extras. There’s a spa, but more unusually, you’ll also find a cinema and bowling alley, as well as a dreamy, lamp-lit roof terrace that is home to beehives and vegetable boxes and reserved exclusively for guests. What was most memorable—or heartbreaking—about your stay?Sipping a zingy house gin and tonic (made with grapefruit bitters and Campari) on a rooftop sofa, while gazing at the glittering rooftops of Soho. Bottom line: worth it, and why?For once, a five-star that doesn’t take itself too seriously, and in the perfect location—between the shops of Regent Street and restaurants of Soho." - Laura Goulden
