The Zetter Group is set to deepen its connection to the UK capital with the opening of The Zetter Bloomsbury in March 2026, a 68 bedroom hotel housed across six interconnecting Georgian townhouses moments from Russell Square. Sitting directly opposite the British Museum, with the independent shops and cafés of Lamb’s Conduit Street close by, the new property brings the brand’s signature sense of character and intimacy to one of London’s most literary and cultured neighbourhoods.
Designed by award-winning James Thurstan Waterworth — the design talent behind Barcelona’s beautiful Hotel Borneta — the interiors take cues from Bloomsbury’s long association with writers, collectors and creative thinkers. Having trained under Martin Brudnizki and later shaped Soho House’s European aesthetic, Waterworth brings a refined yet relaxed sensibility, creating spaces that feel lived-in, personal and confident.
Rather than following traditional hotel tropes, the design feels residential and thoughtfully assembled. Antique pieces, vintage lighting and layered textiles sit comfortably within the elegant Georgian architecture, resulting in rooms that feel collected over time. As Waterworth puts it: “We wanted guests to feel they were staying with a well-travelled friend. Someone who has filled their home with treasures and stories from around the world, but who also deeply appreciates the Georgian bones of the building.”
The 68 bedrooms range from cosy, wood-panelled retreats to more expansive suites, including the Terrace suite with its sumptuous four-poster bed, claw-foot bath positioned beneath bay windows, and private outdoor space overlooking the garden. Marble-finished bathrooms, walk-in showers and VERDEN amenities feature throughout, while each room’s individuality nods to the building’s former life as a series of family homes.
On the ground floor, three public spaces shape the social heart of the hotel. The Parlour provides a calm spot for coffee, cocktails and light refreshments throughout the day, while The Orangery serves as the main dining room, flooded with natural light and opening onto a landscaped garden. In warmer months, the garden hosts a dedicated BBQ area alongside guest chef residencies, offering a rare outdoor dining experience in central London.
A fully equipped gym and outdoor yoga space complete the offering, reinforcing the hotel’s sense of balance and retreat. Rooted in Bloomsbury’s history yet confidently contemporary, The Zetter Bloomsbury promises a stay that feels far removed from conventional hospitality and delivers a stay that feels intimate, thoughtful, and unmistakably British.
The Zetter Bloomsbury Photography, Martin Morrell.
