Zetter Hotels has announced plans to enter a new phase of development with the opening of The Zetter Bloomsbury in 2025. 

The first Zetter opening in ten years, the 72-key hotel will be located in the heart of London, overlooking the British Museum and blending together six 300-year old townhouses. The hotel’s launch is helmed by Laith Pharaon, CEO of Orca Holding, with interior design by James Thurstan Waterworth.

Being a traditional Georgian townhouse, the property will feature antique reclaimed floorboards and original detailing, while the hotel’s guestrooms will be home to Georgian antiques, oak furniture, Victorian upholstery and faded Persian and Turkish rugs alongside a colour palette of pastel pink, blue and green eggshell. “We have designed the hotel by using layers of antique furniture and textiles to create a warm and home-like feel,” says Waterworth. “We want our guests to feel like the hotel is a lived-in hidden gem that’s been there for years.”

Outside of guestrooms, the hotel will feature a ‘sitting room’, rather than a lobby, as well as a drawing room, bar and The Orangery, a relaxed dining spot with glass windows and a cosy fireplace. With landscaping led by Rich Landscapes, the hotel’s gardens will offer respite from the bustle of the city, while plans for an outdoor yoga pavilion will provide additional recreational space for guests. 

Laith Pharaon, CEO of Orca Holding, comments: ‘’With the addition of The Zetter Bloomsbury, we are focussed on growing the Zetter Hotels portfolio, becoming a timeless collection and being viewed as one of the world’s most talked-about places to stay. All of the Zetter properties seek to reinvent the boutique hotel concept, offering real home-from-homes, a unique charm and an elegant mix of design throughout and The Zetter Bloomsbury will be no exception.”