As with its sisters, Covent Garden and Soho Hotels in London, the crowd here is a heady mix of people from the film, music and advertising worlds. Owners Tim and Kit Kemp (London’s most glamorous hoteliers) have leant their contemporary English stamp to the décor – bold patterns in soft colours, all safely short of chintz – but here with a Bloomsbury Set theme (inspired by its proximity to the haunts of this elite literary circle). The cosy drawing rooms feature original paintings by Vanessa Bell and Duncan Grant, and vibrant murals in the busy brasserie are painted in the style of early 20th-century frescoes. Each of the 52 five-star rooms also features an original piece of Bloomsbury artwork or handmade furniture. Fabric-clad walls and simple, pleated canopies above the bed lend a soft but not overtly feminine feel; sleep spray and Tivoli radios by the bed are a thoughtful touch; the oak and granite bathrooms all have mini-colour TVs, deep bathtubs and walk-in showers. The popular Saturday-night film club includes dinner in the brasserie and a classic film (think Breakfast at Tiffany’s) in the sexy red-leather basement cinema. Bloomsbury-style post-film critiques in the bar are optional.