This year, Firmdale Hotels celebrates 40 years of creativity, colour and character. Each hotel has its own heartbeat, filled with craft and unexpected details that make you smile and feel instantly at home. It is never just where you stay: it is where you linger a little longer, share a smile and feel a true sense of belonging.
As we mark this milestone, we look back with joy and forward with imagination. We invite you to discover what makes every Firmdale hotel truly one of a kind.
Colour
Colour is our first language, the pulse of every room. It has the power to tell a completely different story and set a unique mood in each space. From soft, gentle tones to bold, exuberant hues, colour is our way of expressing joy. We love to create impact from the moment you walk through the door.
Pattern
Pattern is where conversation begins. Stripes, florals and geometrics play together, creating harmony and balance while sparking curiosity. We layer pattern to add playfulness and intrigue, often drawing the eye to details you might otherwise miss. The art lies in blending them so they feel lively yet never overwhelming.
TextureÂ
When colour and pattern set the scene, texture brings the room to life. Beyond fabrics, we introduce finishes through furniture, sculpture and found pieces. Texture pulls the scheme together and adds layers of interest, inviting touch and discovery. At the bar at Warren Street Hotel, an oversized sculpture by Gareth Devonald Smith provides a striking focal point, while painted boxes add depth and fresh greenery softens the look. The result is a feast for the senses.
Craftmanship and Art
Every room is carefully curated with a love of craftsmanship at its heart. We celebrate the handmade, from intricate appliqué to one-of-a-kind ceramics and artwork. These details invite a second look, spark conversation and honour the craftspeople who bring our vision to life.
Storytelling
Each hotel tells a story, rooted in its neighbourhood and revealed through design. Our rooms capture the spirit of their surroundings while creating spaces that feel welcoming, surprising and alive with character.
This October, celebrate our ruby anniversary with a special cocktail at each of our bars in London and New York.
London
Enjoy the Ruby Rascal at The Soho Hotel, a bright and fragrant mix of 58 & CO Gin, raspberry, lavender, elderflower and a twist of lemon, best paired with the Gilded Croquette.
New York
Sip one of three limited-edition cocktails: the Ruby Sipper at Warren Street Bar, the Gilded Crown at Crosby Bar, or the Whitby Ruby Sour at The Whitby Bar, each crafted to toast 40 years of Firmdale flair.
