More than a hotel: Firmdale blurs lines between retail and hospitality

Ham Yard is the ninth addition to the British husband and wife-run hotel chain, but unlike its other London hotels, this is more than just a place of decadence where you can rest your head for a night.

‘Ham Yard is not just a hotel but a destination,’ says the company's website. Located in Soho, the hotel boasts a bowling alley, theatre and Ham Yard Village: a courtyard of retail spaces, including a juice bar, tea shop, eyewear concierge, restaurant and florist.

Ham Yard is an example of a growing trend in which the boundaries between retail, leisure and hospitality spaces are increasingly collapsing. Brands are offering a more fluid consumer experience, in which customers can receive a broader range of services and products under one roof. To learn more, read our macrotrend on the The Convergence Economy.