Tucked discreetly behind the British Museum in one of London’s most historic and literary neighbourhoods, The Zetter Bloomsbury is the latest addition to the Zetter collection and perhaps its most sophisticated yet. Occupying six beautifully restored Georgian townhouses on Great Russell Street, the 68-room boutique hotel feels less like a traditional luxury property and more like an elegant private residence hidden away in the heart of the capital.
Perfectly positioned for exploring the British Museum, Covent Garden, Soho and the West End, the hotel enjoys one of London’s most desirable locations. Yet despite being moments from some of the city’s busiest streets, it possesses an air of tranquillity and discretion that makes it feel wonderfully secluded.
I visited The Zetter Bloomsbury during its opening celebrations, hosted in partnership with Hotel Labs, the hotel’s US representative. It provided the perfect opportunity to experience both the property itself and the atmosphere surrounding one of London’s most anticipated hotel openings.
A Georgian treasure
Spread across six impeccably restored Georgian townhouses, The Zetter Bloomsbury is a masterclass in layered elegance. The property has been designed by James Thurstan Waterworth, former design director of Soho House, who has created interiors inspired by the neighbouring British Museum and its remarkable collections.
References to Asia, Africa, Europe and the Americas are woven throughout the hotel, with museum-worthy antiques, artworks and curiosities lending every room and public space a sense of discovery. Rich fabrics, eclectic prints and distinguished furnishings create an atmosphere that feels scholarly yet seductive – part aristocratic townhouse, part collector’s cabinet.
The candlelit drawing rooms, intimate bars and beautifully appointed lounges invite guests to linger, while the overall atmosphere is one of warmth and personality rather than formality.
The hidden garden
Perhaps the property’s most remarkable feature lies beyond its elegant interiors. At the centre of the hotel is a spectacular 10,700-square-foot garden – a verdant sanctuary that feels worlds away from central London. Filled with lush planting and secluded corners, it provides an extraordinary escape from the bustle of Bloomsbury and is one of the largest private hotel gardens in the capital.
During the opening celebration, this hidden oasis became the setting for one of London’s most elegant parties, with guests spilling out beneath the evening sky as candlelight flickered among the greenery.
Glittering guest list
Hosted by Hamish Bowles (below left), Global Editor-at-Large of British Vogue, the grand opening attracted an extraordinary guest list from the worlds of fashion, design and entertainment. Among those attending were Kim Cattrall, forever beloved as Samantha Jones in Sex and the City, alongside designers Charles Jeffrey, Conner Ives (below right) and Patrick McDowell.
Renowned photographer Juergen Teller and his wife Dovile Drizyte mingled with interior designer Linda Boronkay and former Royal Ballet étoile Edward Watson. Throughout the evening, glamorous figures gathered around bars, reclined upon chaise longues and drifted between drawing rooms and terraces beneath the glow of candlelight. It felt less like a hotel launch and more like an impossibly chic private house party – a scene straight out of The Great Gatsby, infused with a touch of Regency elegance.
Yet once the final cocktails had been poured and the last guests drifted home, the real measure of any hotel remained: what it is actually like to stay there. Fortunately, The Zetter Bloomsbury proves every bit as impressive after the party as it does during it.
Sublime comfort meets culinary delight
The 68 rooms are individually designed and wonderfully eclectic. My room overlooked the garden and featured African and Oriental influences, antiques and carefully chosen prints that reflected the property’s globally inspired aesthetic.
After enjoying a luxurious shower with Verden amenities, I wrapped myself in a fluffy robe, brewed a cup of tea and relaxed with music playing through the Marshall radio while preparing for the evening. Beyond the comfort of the rooms, the hotel’s food and drink offering proved every bit as thoughtfully curated as its interiors.
Executive Head Chef Debjit Dass showcased the kitchen’s talents with exquisite canapés that included delicately spiced curried steak, fine cheeses and exceptional wines. A live oyster station proved irresistible, while margaritas flowed freely beneath the candlelight.
Paris-born pianist Friqtao provided a mesmerising soundtrack as guests arrived, transforming the drawing rooms and garden into a scene of effortless glamour. An extravagant dessert display completed the festivities in suitably indulgent fashion.
Hospitality that feels personal
What elevates The Zetter Bloomsbury beyond its beautiful surroundings, however, is the warmth of the welcome that accompanies them – and service throughout my stay was impeccable. Conversations with Greta, the operations director, and Kevin, managing director of The Zetter, revealed the passion and pride behind the property. There is an unmistakable sense that this hotel has been created with love and attention to detail.
What impressed me most, however, was how at home I felt. Despite the illustrious guest list and luxurious surroundings, there was nothing intimidating about the experience. The atmosphere remained intimate, relaxed and wonderfully welcoming.
Uniquely Bloomsbury
The Zetter Bloomsbury succeeds in achieving something many luxury hotels strive for but few accomplish: genuine character. Rich in history, layered with beautiful design and anchored by one of London’s most extraordinary hidden gardens, it offers a sense of place that feels uniquely Bloomsbury.
Its spectacular opening party may have attracted fashion royalty and Hollywood stars, but long after the final cocktails had been poured, it was the property’s warmth, charm and individuality that lingered in my memory.
Elegant without pretension and luxurious without excess, The Zetter Bloomsbury is not simply one of London’s most exciting new openings – it is one of its most enchanting.
About the author
Donna Richardson – pictured above with tailor and costumer Zach Pinsent – is a luxury lifestyle and travel writer. She has appeared in ‘Wanderlust’ and ‘Women’s Fitness’. Follow her on Instagram: @journo_donna
