The Firmdale Hotels group will open its latest site in the heart of London’s Soho at the end of September.

The 85-room Soho Hotel will be situated between Dean Street and Wardour Street and includes six one- and two-bedroom apartments with a separate street entrance and private elevator.

Billed as the area’s first luxury hotel, facilities will include two spacious drawing rooms, a REFUEL bar and restaurant, two screening rooms, four private event rooms, a 10ft bronze Botero sculpture of a cat in the lobby and a gym complete with an on-site personal trainer.

The interior design by Kit Kemp has a fresh, modern tone throughout. Rooms have been characterised with oversized bed heads, sleek furniture and retro lighting while the granite and oak bathrooms feature walk-in showers, double basins and exclusive bath products by perfumer Miller Harris.

Firmdale’s other London hotel sites are Charlotte Street; Covent Garden; Knightsbridge; Pelham and Number Sixteen, while the group also owns restaurants Oscar, Brasserie Max and Kemps.

The next Firmdale site that has been confirmed to open is the Haymarket Hotel, due to launch in London’s Piccadilly in late 2006. Details: www.sohohotel.com