WHY IT'S GREAT Haymarket manages to capture the cool, contemporary buzz of today's London to a tee. It's where Posh and Becks stay when they cross the pond and where Jude Law drops by for dinner. All 50 guest rooms are spacious and done in a bold color scheme.
WHAT TO DO Shop at OG2 the new shop from of-the-moment designer Duro Olowu, whose vintage prints draw clients like Sienna Miller; visit Eco, a Green store opened by Colin Firth in Chiswick; or head to the Fashion and Textile Museum, spearheaded by designer Zandra Rhodes. For London's hottest new table, return to Haymarket's Brumus.
BRING IT BACK Blue-suede weekend bag at Conran; new Lulu Guinness jewelry collection (we love the glamour-girl charm); colorful candles or twist tumblers from Nina Campbell.
BOOK IT firmdale.com