In a triumphant return to the forefront of London’s hospitality scene, Zetter Hotels, the venerable purveyor of boutique luxury, has unveiled its latest gem: The Zetter Bloomsbury. Scheduled to grace the capital’s landscape in early 2025, this illustrious addition marks a pivotal milestone in Zetter Hotels’ storied legacy, propelling the brand into a new era of opulence and innovation.
Zetter Hotels, renowned for its iconic properties like The Zetter Townhouse Marylebone and The Zetter Townhouse Clerkenwell (formerly The Zetter Hotel in Clerkenwell), will rechristen its existing establishments as ‘The Zetter Marylebone’ and ‘The Zetter Clerkenwell,’ paving the way for The Zetter Bloomsbury’s grand debut.
Nestled amidst historical Bloomsbury, The Zetter Bloomsbury boasts 72 meticulously curated bedrooms and suites, a stone’s throw away from Russell Square and the venerable British Museum. This remarkable hotel seamlessly weaves together six gracefully aged townhouses, forging an atmosphere of timeless allure, where sophistication meets inviting warmth. Spearheading this masterpiece is Laith Pharaon, the CEO of Orca Holding, who has enlisted the acclaimed James Thurstan Waterworth, former European Design Director of Soho House and founder of Thurstan, to orchestrate the hotel’s interior opulence.
Pharaon remarks, “With the introduction of The Zetter Bloomsbury, we are resolutely committed to expanding the Zetter Hotels portfolio, establishing it as a timeless collection and a global benchmark in hospitality. Our pursuit is to reimagine the boutique hotel concept, imbuing each property with a distinctive allure, harmonious design, and The Zetter Bloomsbury shall exemplify this ethos.”
James Thurstan Waterworth, the creative mind behind illustrious openings like The Bradley Hare in Wiltshire and Masseria Pistola in Puglia, endeavours to craft interiors that seamlessly blend with the hotel’s historical milieu. Set within a traditional Georgian townhouse, expect to encounter reclaimed antique floorboards and original architectural details. Waterworth affirms, “We have conceived this hotel through layers of antique furniture and sumptuous textiles to evoke a welcoming, time-honoured ambiance. Our vision is for guests to perceive the hotel as a cherished, age-old gem.”
Guests will be greeted by The Sitting Room, an inviting haven where formal check-in conventions are replaced with warm, cocktail-clutching receptions courtesy of Zetter’s talented mixologists. Descending to the lower level, The Larder offers a private dining enclave for 20-40 guests, while The Drawing Room provides a serene retreat adjacent to The Sitting Room. The Pantry beckons as an additional bar space, artfully enhancing the hotel’s allure.
As guests sip on crafted cocktails and bask in the serene ambiance of the hotel’s verdant terrace and gardens, meticulously landscaped by Rich Landscapes. This bucolic retreat offers secluded corners for repose, providing respite from the bustling city. Anticipate enchanting barbecues and culinary pop-ups in this idyllic setting. Meanwhile, The Orangery, replete with its glass windows and crackling fireplace, serves as the hotel’s breakfast haven, promising year-round dining with a backdrop of lush garden vistas.
The 72 distinctive bedrooms and suites at The Zetter Bloomsbury will each tell a unique story, adorned with carefully curated Georgian antiques, oak furnishings, and sumptuous Victorian upholstery. Faded Persian and Turkish rugs grace the floors, ensuring an ambiance of cozy elegance. From the calming pastels of pink to the soothing hues of blue and green eggshell, each room presents a serene haven. Among the offerings are eight generously proportioned suites, complete with four-poster beds, freestanding baths, bay windows, and fireplaces affording enchanting views of the British Museum’s gardens. Other rooms, though more intimate in size, feature exquisite paneling and half-tester beds. All bedrooms are bedecked with bespoke lamps and antique bedside tables, paying homage to the hotel’s proximity to the British Museum with an array of 20th-century British art and eclectic works from Asia and Africa.
In a resounding commitment to sustainability, Zetter Hotels’ eco-conscious initiatives will encompass internal and external lighting controls, energy-efficient lighting, and heating and cooling systems. Responsible sourcing of materials, along with robust recycling and waste-reduction practices, will mirror the sustainability triumphs at Zetter’s current establishments. Striving for BREEAM certification, the gold standard in sustainable building validation, is a testament to Zetter Hotels’ unwavering dedication to environmental stewardship. Furthermore, the hotel will introduce guests to VERDEN, a prestigious British fragrance brand, as the first-ever partner of its kind. Danish for ‘the world’ or ‘the earth,’ VERDEN will permeate The Zetter Bloomsbury, infusing its essence into the very fabric of the hotel. An outdoor yoga pavilion stands poised to embrace wellness enthusiasts and seekers of inner harmony.
Zetter Hotels’ hallmark lies in its exclusive, exceptional, and effervescent offerings. The establishment’s mixologists continually craft groundbreaking cocktails that prioritise flavour as an art form. Positioned adjacent to the British Museum, The Zetter Bloomsbury beckons creatives and artisans, inviting them to immerse themselves in the tapestry of British culture. This newest addition not only elevates Zetter Hotels’ esteemed reputation but also provides a beguiling sanctuary in the heart of London for discerning locals and international connoisseurs alike. The Zetter Bloomsbury emerges as a symphony of timeless sophistication, where every detail is harmoniously orchestrated to create an indelible experience.