The Zetter has launched a new 68-bedroom hotel in Bloomsbury featuring across six converted Georgian townhouses located between Russell Square and the British Museum in London.

Designed by James Thurstan Waterworth, the 13,760-square-foot hotel is styled as a private residence, incorporating elements of Victorian and Georgian interior design. 

The property features a 1,000-square-metre garden designed by the Rich Brothers, which includes four distinct character areas blending British and Japanese influences. 

Public spaces include The Parlour for refreshments and The Orangery, which serves breakfast and afternoon tea with views of the landscaped grounds. 

The hotel’s layout reflects its origins as six family homes, with room categories ranging from wood-panelled individual units to terrace suites equipped with four-poster beds and wrap-around outdoor space.

The interior design project took four years to complete, with furniture and textiles sourced from global auctions and antique dealers. 

The collection includes African textiles, Turkish rugs repurposed as ottomans, and a library of 600 vintage art catalogues. 

The art collection focuses on postwar British works, specifically from the St Ives movement, placed alongside ancient Egyptian artefacts in reference to the neighbouring British Museum. 

Every frame and sign within the property was also produced by British artisans.

Additionally, the hotel includes an outdoor yoga terrace and a seasonal BBQ area within The Orangery’s external extension. 

Operational management is overseen by the group’s European division, which intends the property to function as a “contemporary interpretation of the neighbourhood’s historic salon culture”. 

The guest rooms feature marble bathrooms and walk-in showers, with the Terrace Suite providing a claw-foot bath situated beneath bay windows. 

Kevin Rockey, managing director of operations Europe at The Zetter, said: “This represents a natural evolution for us. With The Zetter Bloomsbury, we’ve captured something about the neighbourhood’s creative and intellectual character, shaping a design that feels rooted in history yet contemporary.”

James Thurstan Waterworth, designer, added: “It’s Victorian, but we’ve pared it back to be more Georgian, which suits the houses. We wanted guests to feel they were staying with a well-travelled friend who has filled their home with stories while respecting the Georgian bones of the building. Because of the British Museum next door, we leaned into a mix of cultures: African, Oceanic, Asian, American, European.”