The Zetter has revealed a first look inside its latest hotel, The Zetter Bloomsbury, ahead of its much-awaited grand opening scheduled for October 2025.
The property’s debut shoot offers an exclusive preview of its bedrooms, with interiors crafted by acclaimed designer James Thurstan Waterworth, founder of Thurstan and captured by renowned photographer Martin Morrell. The images beautifully showcase the hotel’s historic allure while bringing to life the blend of Georgian charm and lived-in elegance that define its two distinct accommodation types.
Managing Director of The Zetter, Liutauras Vaitkevicius, commented, “The Zetter Bloomsbury will mark yet another important milestone in the evolution of London’s boutique hotel scene. The Zetter, often credited as being the trailblazer of the concept, continues to lead the market and evolve in its own right. The unparalleled design will be matched with our conceptual and experiential service. The team and I cannot wait to start welcoming our guests to The Zetter Bloomsbury in 2025!”
Positioned near Russell Square, The Zetter Bloomsbury represents a remarkable transformation of six 300-year-old Georgian townhouses. The new images reveal how the hotel combines original architectural details with carefully sourced antiques and richly layered textiles, resulting in an elegant yet relaxed atmosphere.
Thurstan Waterworth shared, “Our mock-up rooms blend a snug bedroom with a larger, elevated suite. The suite highlights rich colours, while both spaces offer an intimate, lived-in feel. The bedrooms are unique, standing apart from other London hotels, with a timeless quality, lovely layers, and antique touches throughout.”
Each of the 68 rooms presents a distinctive design, featuring soft Georgian pastels in shades of pink, blue, and green paired with darker hues to create a calm ambience. Antique reclaimed floorboards and Victorian upholstery add warmth and character.
The freshly curated mock-up suite includes a four-poster bed, freestanding bath, and bay windows fitted with striped curtains using fabric from Tissus D’Helene, offering enviable views of the hotel’s serene gardens and the British Museum.
The other mock-up room, which is slightly snugger in size, features beautiful panelling and a half-tester bed, as well as a bedside lamp created using a 19th-century Japanese mosquito net thoughtfully sourced during a trip to the south of France, adding a touch of historical charm and craftsmanship to every corner.
Bespoke lamps with shades crafted from antique fabrics, Turkish and Persian rugs, and artwork nodding to the hotel’s iconic location are expected in the hotel bedrooms.
As with the other Zetter properties, Zetter Bloomsbury will remain true to the brand, maintaining the British eccentricity for which Zetter is known and loved.
Revealing what sets Zetter Bloomsbury apart from the existing hotels, Thurstan Waterworth said, “The rooms are more pared back, embracing a Georgian eclectic style. The Zetter Bloomsbury is also influenced by its location beside the British Museum, with antique African and Asian artworks as well as 20th-century modern pieces throughout, creating a sanctuary for both local and international guests.”
Despite spanning 13,760 square feet, The Zetter Bloomsbury prides itself on creating the feeling of being a ‘home away from home’ for guests, complete with modern comforts and a cosy colour palette.
Thurstan Waterworth shared first-hand insight into creating this effect, explaining, “We used layering. For example, in the larger suite, by layering with antiques, authentic rugs, and 20th-century art, we’ve created a warm, contemporary space that feels intimate despite its size. The four-poster bed also helps ground the room with its high ceilings.”
The bathrooms, designed to evoke indulgence and relaxation, are equally impressive. The images reveal freestanding tubs and walk-in showers against elegant tiles and marble countertops. High-end, natural British bath products from VERDEN will enhance the guest experience as The Zetter becomes the first hotel group to partner with the eco-conscious fragrance brand.
Beyond the bedrooms, The Zetter Bloomsbury offers various inviting communal spaces designed to feel like an extension of the home, achieved through fluid furniture arrangements. Upon arrival, guests will be welcomed into ‘The Sitting Room’, the hotel’s cosy bar area, where the formality of the check-in desk does not exist. Instead, one of Zetter’s talented mixologists will greet guests with a cocktail.
The lower ground will feature ‘The Larder, ‘ a private dining area for 20-40 people, while ‘The Drawing Room’ will be next door. The light-filled Orangery, with its floor-to-ceiling windows overlooking the tranquil gardens, will serve as a picturesque breakfast spot and host seasonal outdoor events, including summer barbecues and chef pop-ups.
Reflecting on his approach to the interiors, Thurstan Waterworth explained, “The images provide a rare glimpse into the thoughtful crafting that has unfolded over the past four years, with pieces handpicked from auctions across the UK and Europe, resulting in a truly unique depth and character that will define The Zetter Bloomsbury.”
The Zetter Bloomsbury marks a new chapter for the boutique hotel group. It joins the established Zetter Marylebone and Zetter Clerkenwell, expanding the group and further elevating the brand’s reputation for exclusive, excellent, and effervescent hotels that balance character and comfort.
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