The Zetter Bloomsbury: A Georgian Revival for London’s Most Literary Neighbourhood
A Boutique London Hotel Inspired by Bloomsbury’s Intellectual Legacy
Opening in April 2026, The Zetter Bloomsbury brings a quietly distinctive hospitality experience to one of London’s most intellectually rich neighbourhoods. Located on Montague Street opposite the British Museum, the 68-bedroom property unfolds across six interconnected Georgian townhouses, offering guests a stay that feels more like inhabiting a private London residence than checking into a hotel.
Bloomsbury has long been associated with writers, academics and collectors, and this cultural lineage provides the narrative foundation for the hotel. Moments from Russell Square and the independent shops of Lamb’s Conduit Street, the setting balances central London energy with a sense of retreat.
A New Boutique Hotel in the Heart of Bloomsbury
Set across six interconnecting Georgian townhouses, The Zetter Bloomsbury introduces a quietly distinctive hospitality experience directly opposite the British Museum. The 68-bedroom property reflects the intellectual and cultural heritage of Bloomsbury, an area historically associated with writers, academics and collectors.
Its location between Russell Square and Lamb’s Conduit Street places guests within walking distance of independent bookshops, cafés and galleries, offering a London stay defined as much by neighbourhood character as by centrality.
Design by James Thurstan Waterworth
Interiors are designed by James Thurstan Waterworth, known for richly layered spaces that feel personal rather than prescribed. Drawing on his experience shaping the aesthetic direction of Soho House, Waterworth has created rooms defined by antique finds, vintage lighting and deeply tactile textiles. The intention is to evoke the home of a well-travelled collector, layered with stories and objects gathered over time.
Photography, The Zetter Bloomsbury and James Thurstan Waterworth.
Bedrooms That Reflect the Building’s Domestic Origins
Each room is individually configured, acknowledging the property’s past life as a series of family homes. Cosy, wood-panelled bedrooms create an intimate atmosphere, while larger suites introduce four-poster beds, claw-foot baths and views across the landscaped garden.
Bathrooms are finished in marble with walk-in showers and VERDEN amenities, balancing heritage character with contemporary comfort.
Photography, The Zetter Bloomsbury and James Thurstan Waterworth.
The Orangery and Parlour: Social Spaces with a Gentle Rhythm
At ground level, The Parlour acts as a relaxed drawing room for coffee, reading or evening cocktails, reinforcing the hotel’s residential sensibility.
The Orangery forms the social heart of the property. Filled with natural light and opening onto the garden, it hosts breakfast, aperitifs and seasonal dishes. In warmer months, the space extends outdoors to a BBQ terrace and guest chef residencies, creating a rare open-air dining experience in central London
Wellness and Garden Living in Central London
A landscaped garden provides an unexpected sense of retreat, complemented by a fully equipped gym and an outdoor yoga space that allows guests to maintain wellness routines while travelling.This emphasis on calm aligns with Bloomsbury’s historic identity as a place of reflection and scholarship.
A Natural Evolution for The Zetter Group
The opening represents the latest chapter for The Zetter Group, whose London portfolio includes Marylebone and Clerkenwell properties known for their intimacy and personality-driven design.
With rooms starting from £301 per night, The Zetter Bloomsbury reflects a wider shift in London hospitality toward character-led boutique hotels that prioritise authenticity, design intelligence and a strong sense of place.
2–7 Montague Street, London WC1B 5BP
Opening, April 2026
