Designed with contemporary eclecticism in mind, Myhotel Bloomsbury is a boutique property that acts as a magnet for the media types and the highly inventive advertising executives who work in this bohemian area of London. It is housed in 5-storey white brick building with very large windows. The interior décor displays an adventurous modernist mix while the ambience is one of distinctly British cosiness. Through the influence of feng shui and cutting-edge design by Conran & Partners, east truly does meet west in the public areas – particularly the vibrant bar and the tranquil library. The 77 guestrooms vary in size and layout due to the age of the original building. None the less all are decorated in a contemporary style, with vibrant colours and faux-fur bedspreads and cushions. They are kept in excellent condition, as are the en suite bathrooms complete with bathrobes, slippers and designer toiletries. The hotel’s bar changes its mood as the day progresses, beginning quietly in the morning with coffee and pastries, becoming lively with pre-lunch drinks, relaxing in the afternoon with home-made sweets and herbal teas and buzzing from early evening into the night with drinks and cocktails. Guests can also enjoy “YO!Sushi,” which offers a superb range of Japanese inspired dishes from sashimi, maki and nigiri to hot classics including chilli chicken ramen, prawn tempura and vegetarian Yaki Udon.