Zetter Hotels to launch The Zetter Bloomsbury in 2025

Zetter Hotels has announced that The Zetter Bloomsbury is set to open in early 2025. The first Zetter opening in ten years, The Zetter Bloomsbury will mark the rebirth of Zetter Hotels and a new phase of development for the brand. With 72 bedrooms and suites, the hotel is located near Russell Square and in the heart of London, in a beautiful position overlooking the British Museum. The property is being launched by Laith Pharaon, CEO of Orca Holding. Pharaon has engaged with the talented James Thurstan Waterworth, former European design director of Soho House and founder of Thurstan, to oversee the hotel’s stunning interiors. Thurstan Waterworth is aiming to create eclectic and original interiors that are in keeping with the architecture and surroundings. Being a traditional Georgian townhouse, the building will feature antique reclaimed floorboards and original detailing. Upon entering the hotel, guests will be welcomed into The Sitting Room, the hotel’s cosy bar area where they will be greeted with a cocktail in hand by one of Zetter’s mixologists. The lower ground will feature The Larder, which is also a private dining area for 20-40 people, whilst The Drawing Room will be next door to The Sitting Room and provide a quieter spot for guests to relax. The Pantry will act as another bar area for guests and The Sitting Room will serve cocktails. The gardens will also feature a barbecue with a view to hosting a number of summer feasts and chef pop-ups here. The Orangery is the hotel’s breakfast spot that comes equipped with a bar for all year round dining. The hotel also has plans for an outdoor yoga pavilion. The hotel’s 72 bedrooms and suites will feature carefully collected Georgian antiques, oak furniture, Victorian upholstery as well as faded Persian and Turkish rugs. The bedrooms will be decorated with Georgian pastels of pink as well as blue and green eggshell. The bedrooms include eight substantial suites spread across the hotel that will feature four poster beds, freestanding baths, bay windows and fireplaces with views of the British Museum’s gardens. The other bedrooms will be slightly more snug in size, featuring panelling and half tester beds. All bedrooms will have bespoke lamps, antique bedside tables and will nod to the hotel’s position beside the British Museum with 20th Century British art works as well as more eclectic artwork from Asia and Africa. Zetter Hotels will also implement internal and external lighting controls, energy efficient lights and energy efficient heating and cooling systems to provide hot water. In addition, the Zetter team aims for BREEAM, the world’s leading science-based suite of validation and certification systems for a sustainable built environment. Laith Pharaon, CEO of Orca Holding, said: ‘’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.”