Inside, there are 81 immaculately appointed rooms and suites, all designed to channel the flair and flamboyance of Fitzrovia’s architecture alongside contemporary flourishes: soft curves, rich textures, subtle nods to Fitzrovia’s artistic past, and wellness minibars stocked with CBD sleep patches and essential oils instead of a token packet of salted peanuts. If you’re feeling particularly extravagant, there’s also a sprawling penthouse complete with a terrace with views across W1 and beyond.