The Zetter Group has officially opened The Zetter Bloomsbury, a 68-bedroom boutique hotel located in the heart of London's Bloomsbury district. Situated across six interconnected Georgian townhouses, the hotel overlooks Russell Square and is directly opposite the British Museum. Designed by James Thurstan Waterworth, the hotel offers a modern take on Bloomsbury's historic salon culture, blending Victorian and Georgian influences.
The interiors, curated over four years, feature a mix of European antiques, mid-century elements, and African textiles. Waterworth, who previously worked with Soho House, aimed to create a space that feels like a well-travelled friend's home. "We wanted guests to feel they were staying with a well-travelled friend," he said. The hotel's art collection includes works by Sandra Blow and Terry Frost, alongside rare artefacts and a library of vintage art catalogues.
The Zetter Bloomsbury offers a range of rooms, from cosy wood-panelled spaces to grand suites like the Terrace Suite, which features a four-poster bed and a wrap-around terrace. Public spaces include The Parlour for drinks, The Orangery for breakfast and afternoon tea, and an outdoor yoga terrace. The hotel's garden, designed by the Rich Brothers, is one of London's largest private hotel gardens, featuring British and Japanese influences.
Kevin Rockey, Managing Director of Operations Europe for The Zetter, stated, "With The Zetter Bloomsbury, we’ve captured something essential about the neighbourhood’s creative and intellectual character." Rooms start from $490 (£400) per night, offering a unique retreat in central London.
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