As London’s boutique hotel scene continues to flourish, The Zetter is poised to make a significant addition with its latest property, The Zetter Bloomsbury, set to open in October 2025. Located near Russell Square, the hotel resides in a row of six 300-year-old Georgian townhouses that have been transformed with meticulous care. The interiors, crafted by celebrated designer James Thurstan Waterworth, founder of Thurstan, promise an aesthetic defined by elegance and intimacy, harmoniously blending Georgian charm with modern sophistication.
The debut imagery, captured by renowned photographer Martin Morrell, reveals two distinct accommodation styles at The Zetter Bloomsbury, both designed to evoke the feeling of an inviting, lived-in retreat. The Zetter’s Managing Director, Liutauras Vaitkevicius, expresses pride in this latest development, noting, “The Zetter Bloomsbury will mark yet another important milestone in the evolution of London’s boutique hotel scene. The unparalleled design will be matched with our conceptual and experiential service. The team and I simply cannot wait to start welcoming our guests to The Zetter Bloomsbury in 2025.”
The hotel’s design thoughtfully respects the architectural heritage of the townhouses, incorporating original details with a mix of antique furnishings, curated artwork, and rich textiles to cultivate a timeless atmosphere. Each of the 68 rooms is unique, showcasing a palette of soft Georgian pastels in pinks, blues, and greens contrasted with darker tones to create a calm and inviting environment. Reclaimed floorboards, Victorian upholstery, and handmade lamps fashioned from antique fabrics lend each space a sense of individuality and charm, while Turkish and Persian rugs, along with eclectic artwork, subtly reference the hotel’s proximity to the British Museum.
Within these accommodations, the larger suite commands particular attention. Designed with a spacious, elevated aesthetic, it includes a four-poster bed, a freestanding bath, and bay windows dressed in striped curtains from Tissus D’Helene. These overlook serene gardens and offer views of the nearby British Museum, blending city life with a sense of privacy and escape. Waterworth notes that “Our mock-up rooms beautifully blend a snug bedroom with a larger, elevated suite. The suite highlights rich colours, while both spaces offer an intimate, lived-in feel.” The smaller room, although more compact, features finely detailed panelling, a half tester bed, and a unique bedside lamp crafted from a 19th-century Japanese mosquito net sourced from the south of France.
Beyond the rooms, the hotel’s communal spaces are designed to feel like extensions of the guest accommodations, creating a “home away from home.” The welcoming area, dubbed ‘The Sitting Room,’ offers an informal check-in experience, where guests are greeted with a cocktail rather than a conventional reception desk. Additional communal spaces include ‘The Larder,’ which serves as a private dining room for gatherings of 20-40 people, and ‘The Drawing Room’ for smaller gatherings. For breakfast, the Orangery, with its floor-to-ceiling windows and views of the garden, provides a picturesque setting, while outdoor spaces will host seasonal events such as summer barbecues and chef pop-ups.
The bathrooms, with their freestanding tubs, walk-in showers, and marble countertops, are designed to be both luxurious and functional, offering a serene sanctuary within each suite. The Zetter Bloomsbury is the first hotel group to partner with VERDEN, an eco-conscious British fragrance brand, whose natural products will enhance the guest experience with their high-end, sustainable offerings.
In line with The Zetter’s distinctive brand identity, The Zetter Bloomsbury retains an element of British eccentricity, setting it apart from other luxury hotels in London. The design embraces an eclectic Georgian aesthetic influenced by both its historic Bloomsbury location and the cultural landmarks nearby. Waterworth describes this vision as “a sanctuary for both local and international guests,” achieved through the incorporation of African and Asian artworks, alongside 20th-century pieces that add depth and diversity to the interiors.
Spanning 13,760 square feet, the hotel’s thoughtful design ensures an atmosphere of intimacy, combining the comforts of a private residence with the charm of a boutique hotel.
