LUXURY HOTEL OPENING

Boutique hospitality brand The Zetter Group has officially opened The Zetter Bloomsbury, a new 68-bedroom luxury townhouse hotel overlooking Russell Square and opposite The British Museum.

Set across six interconnected Georgian townhouses in the heart of Bloomsbury, the new property draws inspiration from the area's rich artistic and literary heritage, combining historic architecture with contemporary interiors and a distinctly residential feel.

Designed by acclaimed interior designer James Thurstan Waterworth, the hotel has been conceived as the home of a well travelled collector, featuring antiques, vintage artwork, African textiles and bespoke handmade details sourced from around the world. The interiors include more than 500 cushions crafted from antique fabrics, repurposed Turkish rugs and an extensive library of vintage art catalogues.

Accommodation ranges from cosy wood-panelled rooms to larger suites, including the Terrace Suite with its wraparound garden views, four-poster bed and freestanding bath. Public spaces include The Parlour for drinks and light dining, and The Orangery, which overlooks one of London's largest private hotel gardens designed by the Rich Brothers.

The landscaped one-acre garden has been transformed into a series of layered spaces blending traditional British planting with Japanese influences, while additional wellness features include an outdoor yoga terrace.

Kevin Rockey described the opening as 'a natural evolution' for the brand, saying the hotel captures Bloomsbury's 'creative and intellectual character' while offering guests a more personal alternative to traditional luxury accommodation.

Visit thezetter.com