Soul in the City – Fitzrovia – By frankie Says

First Impressions

Soul in the City – Fitzrovia – By frankie Says caught me off guard in the best possible way. Walking up to this apartment-style hotel, you’d never guess from the understated entrance that you’re about to step into something pretty special. The reception area has this warm, residential feel — like you’re visiting a stylish friend rather than checking into a typical hotel.

Location & Neighborhood

Honestly, the Fitzrovia location is what really sold me on this place. You’re right in the sweet spot between Oxford Street’s chaos and Regent’s Park’s calm, and I mean right in the thick of London’s creative quarter. The Charlotte Street area buzzes with independent cafes and galleries, but it’s not touristy-busy like Covent Garden. You can actually walk to the British Museum in about ten minutes, and Goodge Street tube station is practically around the corner.

The Room Experience

The room I stayed in felt more like a mini-apartment than your standard hotel setup — there’s a proper kitchenette with everything you’d actually need to make breakfast or heat up leftovers from that amazing Thai place down the street. The design strikes this perfect balance between modern and cozy, with enough space to spread out without feeling cavernous. What I really appreciated was the attention to detail — good lighting for reading, plenty of outlets, and blackout curtains that actually work.

Amenities & Service

This four-star property keeps things refreshingly straightforward. There’s no grand restaurant or flashy lobby bar, but the 24-hour front desk team genuinely knows their stuff about the neighborhood. They pointed me toward a fantastic gastropub I never would’ve found on my own. The daily housekeeping is thorough without being intrusive, and there’s a small fitness area that’s perfectly adequate for a quick workout.

Why Guests Love It

You know what really sets Soul in the City apart? It feels authentic to London rather than like some generic international hotel chain. The whole frankie Says concept — these independently-minded properties scattered around the city — just works. You get the reliability of a proper hotel with the character of a boutique place, all in one of London’s most genuinely interesting neighborhoods. For the price point and that 8.1 guest rating, it’s honestly hard to find better value in central London.