The Cutesy – Fitzrovia – by Frankie Says

Hotel Description

So I stumbled across The Cutesy in Fitzrovia last month, and honestly – the name had me a bit worried at first. I mean, anything called “The Cutesy” could go either adorably charming or aggressively twee, you know? But this place actually nails that sweet spot between boutique personality and proper comfort that’s surprisingly hard to find in central London.

The location is what really sold me though. It’s tucked into Camden (well, technically the Fitzrovia bit that bleeds into Camden) on this lovely tree-lined stretch where you’re literally two minutes from Charlotte Street’s restaurant scene but far enough from the tourist chaos that you can actually think straight. I kept walking past those gorgeous Georgian townhouses thinking how mental expensive this area must be, then realizing I was staying right in the middle of it all. The Tube connections are brilliant too – Goodge Street and Warren Street are both walkable, which means you’re never stuck waiting ages for transport. And here’s something most hotels won’t tell you: there’s actually decent street parking after 6:30pm if you’re driving, though I wouldn’t recommend bringing a car to central London unless you absolutely have to.

What gets me about this place is how they’ve managed to feel genuinely boutique without being pretentious about it. The rooms have this sort of… well, it’s hard to describe, but imagine if your coolest friend had unlimited budget to do up their spare room. Everything feels considered – the lighting actually works for reading (revolutionary concept, I know), the shower pressure is properly strong, and the beds are that perfect firmness where you don’t sink into oblivion but don’t feel like you’re sleeping on concrete either. I stayed on the third floor and expected typical London noise levels, but it was surprisingly quiet considering you’re basically in Zone 1. The staff genuinely seem to know what they’re doing too, which honestly isn’t always a given with these smaller places. Check-in was smooth, they knew about the good coffee spots nearby without me asking, and when I needed restaurant recommendations that weren’t just the usual tourist traps, they actually delivered.

The whole Frankie Says brand thing could easily feel gimmicky, but they’ve kept it subtle – more like staying with friends who happen to have excellent taste rather than some themed hotel experience. You get the sense that someone actually thought about how people use hotel rooms instead of just making them look good in photos. It’s not perfect – the lifts are a bit temperamental and WiFi occasionally drops in the corners – but these feel like proper old building quirks rather than serious problems. For a 4-star in this part of London, honestly, it punches above its weight. I’d definitely stay again, which is saying something considering how many disappointing hotels I’ve endured in this city.

Rooms

• One-Bedroom Apartment with 1 double bed and 1 sofa bed for 4 adults, 3 children

Facilities