Eyewear concierge Ham Yard Hotel Eyewear concierge Ham Yard Hotel
Theatre space Ham Yard Hotel Theatre space Ham Yard Hotel
Bowling alley Ham Yard Hotel Bowling alley Ham Yard Hotel

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

14 : 07 : 2014 Firmdale : Ham's Yard : Ham Yard's Village

London – Firmdale Hotels has opened its newest property, the Ham Yard Hotel.

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.

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