Zetter Hotels will open its third boutique property in London in 2025, with a site in Bloomsbury.
The hotel will mark the brand’s first opening in ten years and join existing properties in Marylebone and Clerkenwell.
Business Traveller attended a hard hat event at the site near Russell Square, with signature cocktails and small plates served in the hotel’s beautiful garden which backs onto the British Museum.
The Zetter Bloomsbury will be housed in six 300-year-old townhouses on Montague Street – formerly occupied by Grange White Hall hotel – and include 72 rooms and suites, a restaurant, gym and quaint garden.
With regards to F&B, the restaurant will serve an à la carte breakfast at The Orangery, a beautiful glass-walled space which is also equipped with a bar for year-round dining. Small bites alongside bespoke cocktails will be served at other times. The garden will also feature a barbecue for events and chef pop-ups.
Upon entering the hotel, guests will be welcomed into ‘The Sitting Room’ bar area, where they will be checked in with a cocktail in hand. The lower ground will feature private dining area The Larder which has capacity for up to 40 people, while The Drawing Room provides a quieter spot for guests to relax.
Design will be led by James Thurstan Waterworth, former European design director of Soho House, and the hotel will feature Georgian-inspired interiors with antique reclaimed floorboards and original detailing, along with 20th century British artworks and pieces from Asia and Africa.
The rooms will include Georgian antiques, oak furniture, Victorian upholstery, bespoke lamps, faded Persian and Turkish rugs, and a pastel colour scheme of pinks, blue and green eggshell. The eight suites will feature four poster beds, freestanding baths, bay windows and fireplaces with views of the British Museum’s gardens.
The hotel will also be the first to partner with natural and organic British fragrance brand, VERDEN, for its amenities.
The forthcoming hotel is also aiming for the science-based BREEAM certification, implementing energy efficient lights, heating and cooling systems. Sustainable features at its existing hotels include a ban on plastic, a focus on locally sourced and British produce, donating old linen to Battersea Dogs and Cats Home charity, and recycling all glass, paper and ground coffee with First Mile.
Laith Pharaon, CEO of Orca Holding who purchased the brand in 2020, commented:
“With the addition of The Zetter Bloomsbury, we are focussed on growing the Zetter Hotels portfolio, becoming a timeless collection and being viewed as one of the world’s most talked-about places to stay.
“All of the Zetter properties seek to reinvent the boutique hotel concept, offering real home-from-homes, a unique charm and an elegant mix of design throughout and The Zetter Bloomsbury will be no exception’’.
The opening will also mark a new phase of development for the brand, with expansion on the cards. The brand’s existing properties will also lose their ‘Townhouse’ name, and become The Zetter Marylebone and The Zetter Clerkenwell. The brand will also continue to operate The Marrable’s Hotel in Clerkenwell.
At the launch event, Pharaon added:
“It’s important to highlight that whilst the brand is changing, its core ethos will remain the same – what we call “timeless imperfection””
He also mentioned that the neighbouring British Museum will be a “very strong USP” for the Bloomsbury hotel.
For more information on new and upcoming openings in London, see our feature: