Luxury boutique group Firmdale Hotels is to open a new London property next year.
Located on a 0.3-hectare site behind Piccadilly Circus that has not been used for 40 years, the Ham Yard Hotel will have an "urban village" feel, Firmdale says.
Along with 90 rooms and suites, the project will comprise a restaurant and bar with outdoor seating, drawing rooms, the Soholistic spa and gym, a 1950s Texan four-lane bowling alley with a bar and dancefloor, a 176-seat theatre/cinema, meeting space, 24 residences, 13 shops and a rooftop garden.
As with the other Firmdale properties, the interiors will be designed by brand owner Kit Kemp, known for her quirky, colourful approach.
It's the eighth London property for the group, which also has the Soho, Covent Garden, Haymarket, Charlotte Street, Knightsbridge, Dorset Square and Number 16 hotels, and the Crosby Street in New York.
Michelle Harbi
