In Spring of 2014, luxury hotel line Firmdale celebrated its first new-build in the U.K. Located in the Soho neighborhood of central London, the Ham Yard was an abandoned site close to Piccadilly Circus. To repair the urban fabric, the hotel engages the neighborhood by integrating a new public square that links Great Windmill and Denman Street, creating a pedestrian route from Golden Square to Piccadilly Circus—an area that has historically been neglected.
The design approach encapsulates the distinctive architectural landscape of Soho by delivering a building which is complementary to the scale, massing, and materials of the area, while simultaneously providing a contemporary addition to one of London’s key leisure and tourist districts.
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 new building is comprised of 91 hotel rooms, as well as 24 luxury apartments, 13 retail units and a restaurant, bar, gym, and spa. In the basement, guests will find a 176-seat theatre space and a series of private event spaces, as well as a four-lane bowling alley.