As Oscar de la Renta once said, there is always an emotional element to anything that you make”. Firmdale hotels seems to have this quite clear. Ham Yard Hotel in Soho, his latest addition to the family, is not only a treat to the eye, but also to appeals to the sole heart of the city.

A great city hotel, even the luxurious ones, should never shield clients from the clamor of the city. And that’s where the new Ham Yard Hotel scores points: it’s right in the middle of the most exciting part of the city, Soho, and it makes the most of it. Their creators have given village atmosphere with shops, outside dining, a movie theatre, a bowling alley, a restaurant, a spa…

It’s story is also a beautiful one. Firmdale group owners Tim and Kit Kemp had the challenge of creating this boutique hotel in this forgotten three-quarter-acre parcel in Soho, where the Nazis had onced dropped a bomb.

Ham Yard Hotel, Soho London rooms

Designed by international architects Woods Bagot, this boutique hotel is a haunt for A-list celebrities and comprises 91 guest rooms and suites, 24 luxury apartments, 13 retail units, a restaurant, three bars, a gym, a 176-seat theatre/cinema and roof garden. The design of the hotel is the work of Kit Kemp, who has succeeded in giving it an intimate and highly creative feel. The light floods the rooms, full of colourful fabrics, unique furniture and ingenious art.

Ham Yard Hotel, Soho London bowling

Our favourite part? It’s original 1950’s bowling alley. Yes, you heard right! It has been specially imported from Texas and refurbished to recreate “the” retro bowling experience. No wonder the 2015 Tatler Travel Awards handed the hotel the ‘Most Fun Ever’ award!

Ham Yard Hotel London Photos rooms

Ham Yard Hotel London Photos

Photos by Simon Brown/Firmdale Hotels

Ham Yard Hotel is located in 1 Ham Yard, London W1D 7DT. For more information visit