The Zetter Group has opened a new boutique hotel in central London, expanding its portfolio with a 68-bedroom property in Bloomsbury inspired by the area’s literary and artistic heritage.
Named The Zetter Bloomsbury, the hotel occupies six interconnected Georgian townhouses overlooking Russell Squareand sits directly opposite the British Museum.
The opening marks the latest addition to The Zetter Group’s collection of London hotels, which also includes properties in Marylebone and Clerkenwell. The Bloomsbury site has been four years in development and has been designed to reflect the character of the surrounding neighbourhood, long associated with writers, artists and intellectual life.
Such style. One could imagine Virginia Woolf suddenly sweeping into the Drawing Room
Interiors were created by designer James Thurstan Waterworth, whose previous roles include European Design Director at Soho House. Waterworth said the concept was intended to evoke the atmosphere of a “well-travelled friend’s” home while respecting the original Georgian architecture of the buildings.
Interiors were created by designer James Thurstan Waterworth, whose previous roles include European Design Director at Soho House.
The 13,760-square-foot hotel combines antique and contemporary furnishings sourced from auctions, dealers and markets around the world. Features include more than 500 cushions made from antique fabrics, repurposed Turkish rugs, and a collection of vintage art and auction catalogues. Works linked to the St Ives movement, including pieces by Sandra Blowand Roger Hilton, are displayed throughout the property.
Picture: Rebecca Hope Photography
Bedrooms range from smaller wood-panelled rooms to larger suites with terraces overlooking the garden. Each room includes marble bathrooms, walk-in showers and toiletries by Verden.
Public spaces include The Parlour lounge and The Orangery restaurant, which serves breakfast, afternoon tea and seasonal dining. The hotel also includes an outdoor yoga terrace and a landscaped private garden designed by Rich Brothers, described as one of London’s largest private hotel gardens.
According to the hotel group, room rates at The Zetter Bloomsbury start from £400 per night excluding breakfast.
Zetter’s Bloomsbury Townhouse opening adds to their existing hotels in Marylebone and Clerkenwell. Premier Magazine visited both last autumn and you can read our experience HERE.
