The Principal London has announced its 16 April opening date following an extensive restoration process. Involving contributions from lead designers Tara Bernerd & Partners alongside the Principal in-house team and EPR Architects, the project sees the former Hotel Russell transformed into a 334-key Principal property comprising three F&B venues, a winter garden, and a scheme that pays homage to the structure’s storied history.

Overlooking Bloomsbury’s Russell Square and clad in Royal Doulton thé-au-lait terracotta, the grande dame was originally designed by Charles Fitzroy Doll in 1898. Tara Bernerd & Partners have worked with the Principal team to design the Palm Court, public areas, and guestrooms, with a scheme honouring heritage of the building while reflecting Bernerd’s signature mix of contemporary layers on top of original, listed features.

Custom-made beds and furniture are complemented by in-room amenities including Ruark music systems and ceramic and marble bathrooms. 39 suites complete the guestroom offer, including the two-bedroom Principal suite, overlooking Russell Square and connecting to a one-bedroom suite. To the exterior of the hotel, four life-size statues of British queens flank the entrance, whilst window frames on the first floor are decorated with the coats of arms of the world’s countries as they existed in 1898.

F&B spaces include Fitz’s cocktail bar – named after Fitzroy Doll and designed by Russell Sage Studios – featuring a glitter ball hung from the ceiling and a scheme defined by sumptuous fabrics, dark wood panelling and original features including the large fireplace below stained-glass windows. Robbie Bargh’s Gorgeous Group has created the menu in collaboration with Sean Fennelly, The Principal’s Bar Manager.

Elsewhere, all-day dining restaurant Neptune from chef Brett Redman and Margaret Crow will seat 120 guests and is set to feature a fresh approach to the classic oyster bar, as well as a new style of British caviar service which swaps out traditional blinis for freshly made waffles and jersey cream. The menu is seafood-focused but will include hints of Redman’s signature wood-fired cooking as part of an extensive a la carte menu. Lastly, Burr & Co coffeehouse will serve up Caravan coffee, tea, pastries and breakfast items to eat in or grab-and-go, and features its own entrance on Russell Square at the corner with Bernard Street.

Paul Walters, General Manager of The Principal London, comments: “The restoration of this stunning grande-dame hotel will provide visitors to London – and Londoners themselves – with a new destination that celebrates the splendour of the original hotel but re-imagines luxury for the 21st century. Bloomsbury is one of London’s most inspiring neighbourhoods, and I am convinced that our beautiful hotel will bring a renewed spirit of energy, independence and creativity to the area.”

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