New Opening: The Zetter Bloomsbury to Open in Early 2026

The Zetter Bloomsbury — Photo by The Zetter Group

The Zetter Group will expand its celebrated London portfolio with the opening of The Zetter Bloomsbury in March 2026. Occupying six interconnecting Georgian townhouses near Russell Square, the new 68-bedroom property will bring The Zetter's distinctive, personal approach to hospitality to one of the capital's most storied and cultured quarters.

Award-winning designer James Thurstan Waterworth draws inspiration from Bloomsbury's intellectual spirit, a neighbourhood long defined by writers, collectors and creatives, while retaining the personal warmth and character that distinguish The Zetter's Marylebone and Clerkenwell properties. The 13,760-square-foot hotel sits directly opposite the British Museum, with the independent shops and cafés of Lamb's Conduit Street just moments away. Having trained under Martin Brudnizki and later shaping Soho House's distinctive style as European Design Director, Waterworth has honed his skills to craft a space that is both globally sophisticated and personally inviting.

Waterworth's approach eschews hotel convention in favour of something more residential and collected. Antique finds, vintage lighting and rich textiles come together to create rooms that feel intuitively curated.

The bedrooms range from characterful and wood-panelled Cosy rooms, to grander suites such as the Terrace suite, complete with a four-poster bed, claw-foot bath beneath bay windows and a large terrace overlooking the garden. Each of the 68 rooms has been thoughtfully designed with a Collector's spirit, with marble-finished bathrooms, walk-in showers, and amenities from VERDEN. The individuality of each room reflects the building's domestic origins, serving as a reminder that these were once interconnected family homes.

Three distinct public spaces occupy the ground floor. As you enter, The Parlour offers a peaceful retreat for guests, and serves light refreshments and cocktails throughout the day, a relaxed spot to linger between outings.

At the heart of the hotel is The Orangery, the property's main dining space. Bathed in natural light and offering direct views of the landscaped garden, it provides an elegant setting for breakfast, aperitifs and small plates, as well as private events.

During the summer months, the Orangery extends outdoors to a dedicated BBQ area, where seasonal dishes will be prepared over the grill and complemented by regular guest chef residencies. This allows guests to enjoy the sunlit garden, a distinctive and tranquil oasis in the centre of Bloomsbury, blending the intimacy of a private residence with the sophistication of a boutique hotel.

The hotel also features a fully equipped gym, with a dedicated outdoor yoga space, allowing guests to maintain wellness routines while enjoying the property's calm, leafy surroundings. Each space maintains the considered eclecticism of the property: comfortable yet quietly luxurious, with Georgian architectural details providing the framework for Waterworth's layered interiors.

Positioned between Russell Square and the British Museum, The Zetter Bloomsbury offers a private retreat amid the lively hum of the city, promising a rare London experience: one that feels less like temporary accommodation and more like a borrowed residence in one of the city's most historic neighbourhoods.

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