Firmdale Hotels has launched its latest London site – the Ham Yard Hotel in Soho – with a focus on high-class British design.

The central London property features 91 individually-designed bedrooms, suites, 24 residential apartments, a spa and an original 1950s bowling alley.

A product of Firmdale owners Tim and Kit Kemp, the Ham Yard has been created around the principles of an urban village, while all of the property’s interiors have been formed by Kit using bespoke British designs.

The hotel is located on a three-quarter acre site close to Mayfair and revolves around a pedestrian thoroughfare connecting Great Windmill Street to Denman Street, opening up historic the Ham Yard and Denman Place to the public for the first time since the 1960s.

The hotel houses a restaurant with outside terrace seating, a bar, rooftop garden and a library and drawing room with works picked by literary expert Philip Blackwell.

The Ham Yard will also provide guests with the use of Firmdale’s first Soholistic Spa, inclusive of four treatment rooms, a steam room, juice bar and relaxation area, which sits alongside a gym making use of a hypoxic studio for elite altitude training.

Private event facilities at the site include a 188-seat theatre, which can be booked for personal or entertainment industry screenings, as well as The Croc: a private events area housing an original 1950s bowling alley, lounge, bar and a dance floor.

Making use of the location’s pedestrian thoroughfare, there are also 13 individual specialist shops occupying the site’s tree-lined route.