The first new-build Firmdale hotel in the UK, designed by Woods Bagot, opened in Spring 2014 in the Soho area of central London.
Before it was acquired by Firmdale, Ham Yard had been an abandoned site close to Piccadilly Circus. The hotel not only helps to repair the urban fabric of the site, but also fully engages the wider neighbourhood within which it is located.
The new development comprises a 91-room hotel as well as 24 luxury apartments, 13 retail units and a restaurant, bar, gym and spa. Within the basement is a 176-seat theatre space and a series of private event spaces, including a four-lane bowling alley.
At the heart of the proposal is a new public square linking Great Windmill Street and Denman Street. This creates a pedestrian route from Golden Square to Piccadilly Circus, breathing new life into a previously unattractive and neglected corner of Soho. Lined with shops, restaurants and a new arcade on Denman Street, the route will pass through an attractively landscaped courtyard that forms the entrance to the hotel and provides opportunities for outdoor dining.
The design approach seeks to encapsulate the distinctive architectural landscape of Soho by delivering a building which is complementary to the scale, massing and materials of the area, while providing a contemporary addition to one of London’s key leisure and tourist districts.