The Zetter is set to transform a series of Georgian townhouses in Bloomsbury into a boutique hotel dressed with antiques, four-poster beds and designer fabrics. Olivia Palamountain reports

The Zetter hotel group has unveiled a teaser of its upcoming opening in Bloomsbury ahead of a slated October 2025 launch date.

The Zetter Bloomsbury, created from six 300-year-old Georgian townhouses near Russell Square, will feature 68 individually designed rooms across 13,760 square feet, with interiors by designer James Thurstan Waterworth combining period features with carefully sourced antiques.

"The Zetter Bloomsbury will mark yet another important milestone in the evolution of London's boutique hotel scene," says managing director Liutauras Vaitkevicius. "The Zetter, often credited as being the trailblazer of the concept, continues to lead the market and evolve in its own right." Teaser images reveal rooms decorated in soft Georgian pastels - pink, blue, and green - complemented by darker tones. Features include antique reclaimed floorboards, Victorian upholstery, and unique touches such as a bedside lamp crafted from a 19th-century Japanese mosquito net discovered in southern France.

Waterworth, founder of design studio Thurstan, explains: "Our mock-up rooms beautifully blend a snug bedroom with a larger, elevated suite. The suite highlights rich colours, while both spaces offer an intimate, lived-in feel. The bedrooms are unique, standing apart from other London hotels, with a timeless quality, lovely layers, and antique touches throughout."The hotel's suites feature four-poster beds, freestanding baths, and bay windows with striped curtains using fabric from Tissus D'Helene, overlooking the property's gardens and the British Museum. Bathrooms are fitted with marble countertops and will stock natural British bath products from Verden, marking the eco-conscious brand's first hotel partnership.
Breaking from traditional hotel convention, guests will be welcomed in 'The Sitting Room' with a cocktail from one of the hotel's mixologists rather than at a formal reception desk. Additional spaces include 'The Larder', a private dining area for 20-40 people, 'The Drawing Room', and an Orangery breakfast room with views over gardens that will host seasonal events.

"The images provide a rare glimpse into the thoughtful crafting that has unfolded over the past four years," says Waterworth, "with pieces handpicked from auctions across the UK and Europe, resulting in a truly unique depth and character that will define The Zetter Bloomsbury."The property joins existing hotels in Marylebone and Clerkenwell as the group's third London location. While maintaining the brand's characteristic British eccentricity, Waterworth notes that the Bloomsbury property has its own distinct identity: "The rooms are more pared back, embracing a Georgian eclectic style. The Zetter Bloomsbury is also influenced by its location beside the British Museum with antique African and Asian art works as well as 20th century modern pieces throughout."