Opened in 2007, the latest five-star thoroughbred in the Firmdale stable contains all the Kemp ingredients that have proven so popular with the creative industries in their sister hotels in London (Charlotte Street, Covent Garden et al), plus a few added attractions. Its 55 super-plush guestrooms and suites are individually decorated in trademark eccentric English elegance, bathrooms are kitted out in granite and oak and supplied with generous baskets of products from English perfumer Miller Harris, and the thoughtfully designed communal areas feature quirky, witty artworks by a host of contemporary artists. But it’s the glamorous 18ft swimming pool (cleverly illuminated with coloured lighting) and adjacent long pewter bar that take centre stage (to the chagrin of those after an early night at weekends in ground-floor rooms – take heed). It’s a more mannerly affair upstairs in the Brumus bar and restaurant which serves Modern European fare throughout the day. The hotel’s super-central location (a stone’s throw from Piccadilly Circus and Trafalgar Square) is either a huge plus or pain depending on your sensibilities. But if the commotion of the capital gets too much, you can always take a stroll through nearby St James’s Park, or a cleansing dip.