Central yet serene, on-trend yet authentic, rooted in history yet grounded in the here and now, Fitzrovia is the Goldilocks of London’s many varied districts – and perhaps one of its best-kept secrets. Here, cobblestone streets lined with stately Georgian façades hint at a rich and compelling past, while lively cafe terraces, contemporary galleries and boutique storefronts point to a thriving present in a lived-in neighbourhood that real Londoners are happy to call home. It’s also a mecca for discerning foodies, who head to Fitzrovia for some of the city’s most buzzed-about meals, from Michelin-star French fare at Pied à Terre to Sicilian specialities at Norma, as well as sought-after chef Ben Murphy’s recent opening, 74 Charlotte Street.

Historic Charlotte Street is, in fact, at the centre of this cultural and culinary destination within a destination. Brimming with design shops, galleries, theatres and restaurants, it’s both the beating heart of Fitzrovia and the gateway to discovering more of the city beyond – Soho Square and Oxford Street can be reached in just minutes on foot; Regent’s Park and the British Museum are each a leisurely stroll away.

For travellers, it’s this marriage of convenience and character, the cool factor without the chaos, that makes Charlotte Street an ideal base from which to explore the UK capital. And right in the middle of it all, capturing the creative spirit of the district, Charlotte Street Hotel is the perfect place to land.

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Part of the Firmdale Hotel stable of design-forward properties, Charlotte Street Hotel is clothed in the vivacious signature aesthetic of the brand’s founder, inimitable interior designer Kit Kemp. Saturated colours, bold patterns and finely crafted details coalesce into spaces that feel joyful, inviting and wholly unique. Which they very much are: each Firmdale outpost is also steeped in the history and personality of its carefully selected destination. 

For the Charlotte Street property, this means channelling the iconic Bloomsbury Group, a set of groundbreaking early 20th-century artists, writers and thinkers who gathered in the townhouses of Bloomsbury, just a few blocks away. Original works by Roger Fry, Vanessa Bell and Duncan Grant feature throughout the hotel, as do the expressive modernist forms typical of the Omega Workshops collective. From the stylish Virginia Woolf Suite to the conveniently connecting Deluxe Rooms ideal for families, every guest room is infused with exquisite hand-painted patterns and richly textured fabrics that tell a singular story. Even the bathrooms, decked out in sumptuous granite and oak, are tempting retreats from the ordinary. 

Guests can while away the hours with a good book in the charming library, or retire to the artistically designed drawing room to peruse Bloomsbury artworks and have a chat over a tipple from the Honesty Bar. When it’s time to grab a bite, the hotel’s brasserie-style restaurant, Oscar, beckons for breakfast, lunch and dinner, as well as weekend brunch and afternoon tea, serving delicious classics and original fare that more than holds its own among the heavyweights of Charlotte Street. Oscar’s mixologists also sling tantalising cocktails to sip alongside seasonal bar snacks, especially recommended during Friday-night DJ sessions or in the summer months, when the terrace flows out onto Charlotte Street and becomes part and parcel of what makes this neighbourhood so exceptional.

Visit Charlotte Street Hotel