If London’s 500-room grandes dames aren’t your cuppa (or in your price range), you’ll be happy to find yet another great Firmdale outpost in the city’s theater district. This month, the company behind bespoke properties such as the Covent Garden Hotel, the Charlotte Street Hotel, and Number Sixteen throws open the doors of the Haymarket Hotel (1 Suffolk Place; 44-20/7470-4000; doubles from $480), next to the historic Haymarket Theatre. The 50 rooms and suites are characterized by that quirky Firmdale style, which, ahem, never resorts to understatement: fuchsia, mango, and turquoise abound, as do original works of art and antiques. Brumus Bar & Restaurant—tricked out entirely in crimson and magenta, with a wall of windows onto happening Haymarket Street—serves up northern Italian dishes and prime people-watching. Just don’t confuse the hotel’s indoor pool lounge with part of any tame wellness center; its sleek wenge-and-pewter bar, nightclub-caliber sound system, custom lighting, and 300-person capacity are clearly intended for sporting of a social nature.