Firmdale Hotels has entered the serviced apartment sector with the launch of One Denman Place.
Located adjacent to Ham Yard, the 91-bedroom hotel it launched in London's Soho in June 2014, the apartments will be available to lease for 90 days or more.
The 24 one- and two-bedroom apartments all feature the individual colourful design stamp of Kit Kemp, the founder with her husband Tim of Firmdale Hotels. They vary in size from 520sqft to duplex penthouses.
Through their connection to Ham Yard, the apartments will be able to enjoy the services of the hotel which include 24 hour room service, concierge, housekeeping, laundry, the Soholistic Spa, gym, 190-seat theatre, bowling alley and rooftop garden.
Firmdale Hotels comprises eight hotels in London with one hotel operational and one under development in New York.