Zetter Hotels, the effervescent hotel group with award-winning properties across London, announces its latest opening with the launch of The Zetter Bloomsbury, set to open in early 2025. The first Zetter opening in ten years, The Zetter Bloomsbury will mark the rebirth of Zetter Hotels and the new phase of development for the brand.

Zetter Hotels includes The Zetter Townhouse, Marylebone, The Zetter Townhouse, Clerkenwell (and The Marrable’s Hotel in Clerkenwell, formerly The Zetter Hotel in Clerkenwell). With the launch of The Zetter Bloomsbury, the elegant, existing hotels will become ‘The Zetter Marylebone’ and ‘The Zetter Clerkenwell’.

With 72 bedrooms and suites, The Zetter Bloomsbury is located near Russell Square and in the heart of London, in a beautiful position overlooking the British Museum. Blending together six 300-year old townhouses, the hotel will embody timeless imperfection. Distinguished and impressive, the hotel will also feel intimate, warm and lived in. The property is being launched by Laith Pharaon, CEO of Orca Holding. Laith has engaged with the talented James Thurstan Waterworth, former European Design Director of Soho House and Founder of Thurstan, to oversee the hotel’s stunning interiors.

Laith Pharaon, CEO of Orca Holding comments – ‘’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’’.

James Thurstan Waterworth, the interior designer behind successful openings such as The Bradley Hare, Wiltshire and Masseria Pistola, Puglia, is aiming to create eclectic and original interiors that are in keeping with the architecture and surroundings. Being a traditional Georgian townhouse, the building will feature antique reclaimed floorboards and original detailing. James Thurstan Waterworth, of Thurstan, comments: “We have designed the hotel by using layers of antique furniture and textiles to create a warm and home-like feel. We want our guests to feel like the hotel is a lived-in hidden gem that’s been there for years”.

Upon entering the hotel, 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, but instead, guests will be greeted with a cocktail in hand by one of Zetter’s talented mixologists. The lower ground will feature ‘The Larder’ that is also a private dining area for 20-40 people, whilst ‘The Drawing Room’ will be next door to The Sitting Room and provide a quieter spot for guests to relax. The Pantry will act as another bar area for guests.

Whilst supping on a cocktail in ‘The Sitting Room’, guests will be able to enjoy the views of the hotel’s tranquil terrace and gardens. With landscaping done by ‘Rich Landscapes’, the gardens will offer a quiet spot with private nooks for guests to spend time away from the hustle and bustle of the city. The gardens will also feature a barbecue with a view to hosting a number of sumptuous summer feasts and chef pop-ups here. ‘The Orangery’ is the hotel’s breakfast spot that comes equipped with a bar for all year round dining. With glass windows and a cosy fireplace, this is an idyllic and natural setting for guests to make use of the light and views of the surrounding gardens.

The hotel’s 72 bedrooms and suites will all endeavour to be unique in some way featuring carefully collected Georgian antiques, oak furniture, Victorian upholstery as well as faded Persian and Turkish rugs to ensure the rooms feel cosy. The bedrooms will be incredibly calming, decorated with Georgian pastels of pink as well as blue and green eggshell. The bedrooms include eight substantial suites spread across the hotel that will feature four poster beds, freestanding baths, bay windows and fireplaces with views of the British Museum’s gardens. The other bedrooms will be slightly more snug in size, featuring beautiful panelling and half tester beds. All bedrooms will have bespoke lamps, antique bedside tables and will nod to the hotel’s position beside the British Museum with 20th century British art works as well as more eclectic artwork from Asia and Africa.

With sustainability close to Zetter Hotels’ heart, the team will be implementing internal and external lighting controls, energy efficient lights and energy efficient heating and cooling systems to provide hot water. The team will source materials responsibly and will continue to implement good practices such as recycling and reducing waste that operate so successfully at the current Zetter Hotels. The Zetter team aims for BREEAM, the world’s leading science-based suite of validation and certification systems for a sustainable built environment. Zetter Hotels will also showcase VERDEN, a natural and organic British fragrance brand for the bath, body and home. Directly translating to ‘the world’ or ‘the earth’ in Danish, The Zetter Bloomsbury will be the first hotel to partner with VERDEN. The hotel also has plans for an outdoor yoga pavilion.

Zetter Hotels is recognised for its exclusivity, excellence, and effervescence. Indeed, what sets Zetter Hotels apart is the team’s dedication to creating groundbreaking and unique cocktails, that prioritise taste above all else, with an eruption of flavours with every sip. What’s more, the hotel, with its unique position beside the British Museum, will be a space for creatives and artisans to experience British culture. The opening of The Zetter Bloomsbury will not only take the group’s excellent reputation to the next level, but it will also provide a charming new sanctuary in the heart of London for both locals and international visitors alike.

HOW: For more information visit www.thezetter.com