Time Out says
Posted: Tue Nov 30 1999
You’d hardly know you were in the heart of Soho once you’re inside Firmdale’s edgiest hotel: the place is wonderfully quiet, with what was once a car park now feeling like a converted loft building. The big bedrooms exhibit a contemporary edge, with modern furniture, industrial-style windows and nicely planned mod cons (digital radios as well as flatscreen TVs), although they’re also classically Kit Kemp with bold stripes, traditional florals, plump sofas, oversized bedheads and upholstered tailor’s dummies. The quiet drawing room and other public spaces feature groovy colours – shocking pinks, acid greens – while Refuel, the loungey bar and restaurant, has an open kitchen and, yes, a car-themed mural.