The Zetter Group has recently unveiled The Zetter Bloomsbury, a 68-bedroom boutique hotel nestled in the historic Bloomsbury district of London. Located across six adjoining Georgian townhouses, the hotel boasts views of Russell Square and the British Museum.

Designed by James Thurstan Waterworth, this hotel harmoniously embraces Bloomsbury’s historic salon culture while incorporating distinctive Victorian and Georgian styles. The thoughtful interiors combine European antiques with mid-century elements and African textiles, curated over four years to capture the essence of a well-traveled friend’s home.

“We wanted guests to feel they were staying with a well-traveled friend,” James Thurstan Waterworth stated.

The hotel also features an impressive art collection, including works by notable artists like Sandra Blow and Terry Frost, along with rare artifacts and a vintage art catalogue library.

Among the various accommodations offered are cozy wood-paneled rooms and opulent suites, such as the Terrace Suite with its four-poster bed and wrap-around terrace. Guests can enjoy delightful spaces like The Parlour for drinks and The Orangery for breakfast and afternoon tea. Additionally, the outdoor yoga terrace and expansive garden designed by the Rich Brothers add to the hotel’s allure—making it one of London’s largest private hotel gardens influenced by both British and Japanese styles.

Kevin Rockey, the Managing Director of Operations Europe for The Zetter, remarked, “With The Zetter Bloomsbury, we’ve captured something essential about the neighborhood’s creative and intellectual character.”

Room rates begin at $490 (£400) per night, providing a unique urban retreat in central London.