While Ian Schrager continually gets props for his role in shaping the boutique hotel world, we have a soft spot in our heart for Kit Kemp, whose Firmdale hotels are true lessons in originality. This quirky little property combines sleek lines, residential glamour and playful colors and patterns to create a unique collection of 91 guest rooms, suites and apartments. Though the hotel is small, its offerings are big in scope. REFUEL Restaurant & Bar is one of the hottest gathering spots in the city, and two screening rooms (complete with cowhide-covered chairs) ensure a regular stock of celebs on the hotel guest list. As for the location, it's ideal, on a quiet side street in the heart of London's trendy entertainment district.