Haymarket Hotel, Firmdale Hotels

First Impressions

Walking into Haymarket Hotel, Firmdale Hotels feels like stepping into someone’s incredibly stylish townhouse — if that someone happened to have impeccable taste and unlimited decorating budget. This five-star boutique property sits right in the heart of London’s theater district, and honestly, the location couldn’t be better. You’re literally around the corner from Piccadilly Circus, but the hotel itself feels like a peaceful retreat from all that chaos outside.

The Design Story

Kit Kemp’s interior design is what really sets this place apart — it’s bold without being overwhelming, luxury without the stuffiness you sometimes get at London hotels. The lobby has this amazing mix of contemporary art and vintage furniture, with colors that shouldn’t work together but absolutely do. I mean, where else can you find hot pink chairs next to turquoise sofas and somehow it looks sophisticated? Each floor has its own personality too, which means you never quite know what visual surprise is waiting around the corner.

The Room Experience

My room was compact but cleverly designed — this is central London after all, so space is premium. What struck me was how they managed to fit so much character into a relatively small area. The fabrics are gorgeous (lots of Kemp’s signature prints), and the bathroom actually felt generous with a proper bathtub. The best part? Double-glazed windows that really do block out the West End noise, which you’ll appreciate if you’re trying to sleep past 7 AM.

Dining and Social Spaces

The Brumus bar and restaurant downstairs has become a bit of a scene — you’ll spot theater folks, media types, and well-dressed tourists mixing together. The food is modern European with some interesting twists, and the cocktails are properly made. What I really loved was the library area — it’s this cozy nook where you can actually have a conversation without shouting over background music. Perfect for that pre-theater drink or a nightcap after a show.

Why Guests Love It

Look, you’re paying for prime real estate here, but you’re getting so much more than just location. The staff genuinely seems to care about making your stay memorable — they’ll sort theater tickets, restaurant reservations, whatever you need without making you feel like you’re bothering them. Plus, being part of the Firmdale family means you’re getting that signature blend of British hospitality with contemporary flair. If you want to feel like you’re staying somewhere uniquely London rather than just another international chain, this is your spot.

The concierge service in London arranges private Thames evening cruises, after-hours Tower of London tours, and exclusive West End theatre experiences.