Bloomsbury is one of London’s most studious neighbourhoods, with a rich history as the home of writers and thinkers. Virginia Woolf and E.M. Forster belonged to the influential Bloomsbury Group, while Charles Darwin, Charles Dickens and Bob Marley all lived in the area at various points.
Russell Square feels like the perfect autumn day all year round. From the historic architecture of Gower Street to the secluded garden squares that offer an escape from the noise of London, its bookish atmosphere brings comfort to the city’s more introverted residents. The latest arrival in the neighbourhood is The Imperial Bloomsbury, a contemporary hotel set just behind Russell Square’s main thoroughfare.
Wallpaper* checks in at The Imperial Bloomsbury, London
What’s on your doorstep?
From the hotel, I recommend strolling to the British Museum. En route, stop at Momo’s Garden Café, a charming coffee stand in Gordon Square serving delicious cakes – its banana bread is particularly good – and a flat white that is actually a flat white. Turn onto Gower Street, admire the Gothic architecture and gargoyles perched above, then continue to Store Street, where you’ll find Treadwell’s, an atmospheric bookshop specialising in magic and witchcraft, before arriving at the museum. For an escape from the tourists, head behind the hotel to Fortitude Bakehouse, an excellent bakery tucked into the mews. From there, follow Marchmont Street past its cafés, restaurants and pubs towards the British Library and King’s Cross station.
Who’s behind the design?
The hotel first opened in 1905, in a building designed by Charles Fitzroy Doll. Architects at Cube Design retained its striking concrete façade while restoring many of its original features. The 357-room hotel now has reimagined interiors by Trevillion Interiors and Keane Brands, conceived as a tribute to the area’s creative spirit.
The building’s Edwardian character is balanced with modernist elements. As the designers at Keane tell Wallpaper*: ‘We avoided recreating a period interior. Instead, we treated the building’s history as a series of layers: its original Edwardian, neo-Gothic character and its later bold modernist architecture.’
They continue: ‘The existing concrete and geometric forms became a “Brutalist canvas”, softened with midcentury furniture, warm textures, seasonal colour and carefully integrated lighting. History therefore informed the design without dictating it. Architectural geometry is echoed subtly in patterns and detailing, while curated artwork and references to Bloomsbury bring a strong sense of place. The result is a contemporary space that respects the building’s past while giving it a fresh identity.’
The room to book
Although every room feels warm and inviting, The Hideaway is the one to book. Its small outdoor terrace features seating and a ‘hidden’ bathtub tucked beneath a pavilion – a playful take on the conventional hotel room. Keane explains that the team sought to soften the building’s concrete character through contrast, introducing natural timber, upholstery and textured fabrics.
‘Curved furniture and organic forms counterbalance the façade’s strong geometry, while planting and layered, golden lighting bring warmth and softness throughout,’ the designers say. ‘The concrete remains an important part of the building’s identity, but these richer, more human materials make the space feel welcoming rather than austere.’
Staying for drinks and dinner?
On the tenth floor, guests will find Arcus, a bar perched high above Bloomsbury. Hotel restaurants can sometimes feel barren, turning dinner into a transactional experience. Arcus is far from that. On our visit, the room was vibrant and busy, set against the London skyline with the BT Tower glowing in the distance. It is difficult for the panoramic view not to become part of the experience. The cocktail list is indulgent, combining original creations with familiar classics. The food menu is light, leaning towards snacks rather than full meals, which suits the setting. Both the steak and the lamb tacos were delicious.
Where to switch off
The gym is generously sized and even has an outdoor terrace where guests can cool down after a session. Fully equipped with Technogym machines, free weights and kettlebells, it is well suited to light resistance training, kettlebell workouts and bodyweight exercises. It is considerably larger than the average hotel gym, although you should not expect to be squatting any PBs.
The Bell Room and Terrace offers another place to unwind over board games, all-day grazing or an intimate conversation. Its name comes from the five bells on the adjoining terrace, which have been a feature of the hotel since it opened. Access is reserved for guests staying in the premium room categories: City, Horizon, Hideaway, Nest and Beacon.
The verdict
The Imperial feels like an escape within the city, which celebrates its context’s rich history while also feeling fresh and relevant.
The Imperial is located at 61, 66 Russell Sq, London WC1B 5BB, United Kingdom