Turn left from the front door and you meet the graceful park of Bedford Square with its mature trees and black railings (sadly you can't go in); turn right and there's the hurly-burly of Tottenham Court Road with its myriad electronics outlets, interior design shops and the worth-a-pilgrimage stores of Paperchase and Heal's. If you want to visit the British Museum you could hardly be nearer, while the consumer delights of Oxford Street are equally close.
The hotel occupies a four-storey Georgian building - if you like space the rooms on the first and second floors have higher ceilings, or there's an impressive top-level penthouse with a rooftop terrace and a design brief of 'the Dalai Lama meets James Bond'. The hotel has 18 single rooms and amenities include tea/coffee facilities and an old school mini-HiFi system - at times the decor shows signs of its age.
The lobby includes a calm-inducing aquarium while the corridors leading to your black-doored room are enlivened by striped carpeting and small photographs of London and Hong Kong. The lower level houses two windowless meeting rooms and a library with a computer for guests.
Eating and drinking
To the right of reception is Merkaba, a long, narrow wood-floored restaurant that has good cocktails and a pan-European menu serving dishes that range from simple sandwiches to Szechuan-peppered duck breast. The vibe is cool and relaxed, although it does get busy when breakfast is served here - room service is available round the clock. Alternatively, right next door there's a lively tapas bar, and the pubs and restaurants of Soho and Covent Garden are just a stroll away.
Jinja is a single treatment room where you can book massages, facials and beauty care, and there is also a small 'energy zone' fitness studio.
Staff are casual but responsive.
Who stays there
Business travellers working in the music, fashion and creative arenas, and weekend visitors drawn to a laid-back design hotel in a good location. This is also a good choice for women travelling alone.
Rates generally exclude VAT and breakfast (Continental £14, Full English £18). Book early for the best prices. WiFi is free.
- Fitness Centre
- High-Speed Internet
- Room Service
- Business travellers
- Culture vultures
- Families with teenagers
Pros & Cons
- Relaxed atmosphere
- Enjoyable bar-restaurant
- Some rooms are small
- Decor is a little tired in places