Ever since The Zetter first opened in Clerkenwell in 2004, the group has helped set the bar for London’s boutique hotel scene with its relaxed approach to luxury, characterful interiors and distinctly residential feel. Its newest opening, The Zetter Bloomsbury, continues that tradition across six interconnected Georgian townhouses neighbouring the British Museum, where check-in takes place over a glass of wine or coffee, immediately setting the tone for the rest of the stay. With interiors that have all the warmth and personality The Zetter has become known for, it’s the sort of hotel you’ll find yourself looking forward to returning to at the end of the day.
Wallpaper* checks in at The Zetter Bloomsbury, London
What’s on your doorstep?
Tucked away in Bloomsbury, The Zetter sits in one of central London’s most convenient yet often overlooked locations. The British Museum is just next door, while Russell Square, Tottenham Court Road and Holborn Underground stations are all within a short walk, making it easy to reach almost anywhere in the capital. Soho, Covent Garden, Oxford Street and the West End are all close enough to reach on foot, whether you’re heading to a gallery, catching a show or browsing the shops. Yet Bloomsbury itself is reason enough to stay put. Beyond the museums and shopping, it’s the sort of neighbourhood where it’s easy to lose track of time, whether you’re browsing an independent bookshop or settling into a café for a long lunch.
Who is behind the design?
The interiors are designed by James Thurstan Waterworth, and every shelf, cabinet and corner is layered with objects that feel as though they’ve been collected over a lifetime. European antiques sit alongside midcentury furniture, African textiles, Turkish rugs repurposed as ottomans and works by St Ives artists including Sandra Blow and Roger Hilton, while ancient Egyptian artefacts and a library of more than 600 vintage art and auction catalogues reflect the hotel’s close relationship with its neighbour, the British Museum.
It’s the craftsmanship that really sets the hotel apart. More than 500 cushions have been made from antique textiles; vintage fabrics have been reworked into upholstery, headboards and lampshades; Georgian cabinets discreetly conceal modern services, while hand-painted faux-marbled architraves, reclaimed timber floorboards, bespoke rugs and decorative pieces made by British artisans create interiors that feel deeply personal.
The room to book
Overlooking the secluded courtyard garden, the Junior Suites are well worth booking, with lofty ceilings and four-poster beds that give them all the charm of the Georgian townhouses they occupy, while marble bathrooms, richly textured fabrics, antiques and collected objects make them feel just as characterful as the public spaces downstairs. Thoughtful details continue throughout, from the well-stocked minibar tucked discreetly beneath the television to Verden amenities in the bathroom. If you’re celebrating a special occasion, however, the Terrace Suite is worth the splurge, with its wraparound terrace, claw-foot bath positioned beneath the bay window and views across the garden.
Staying for drinks and dinner?
Breakfast is served in The Orangery beneath a glass roof, where leafy plants, the morning light and views onto the courtyard garden make it one of the loveliest spots in the hotel to start the day, while an à la carte menu featuring dishes such as avocado on toast or a full English breakfast is complemented by baskets of pastries, breads and fresh juices.
Later in the day, the menu moves next door to The Parlour and its adjoining courtyard garden, where elevated British classics such as Scotch eggs and sausage rolls are joined by seasonal salads and larger plates, making it just as suited to lunch as evening drinks. On arrival, every guest is also handed a coin to exchange for a complimentary drink from the bar, from a coffee to a cocktail or even one of the more premium spirits, a small but memorable touch that perfectly captures The Zetter’s relaxed approach to hospitality.
Where to switch off
The Zetter Bloomsbury isn’t a hotel with a sprawling spa or extensive wellness facilities, but that’s part of its charm. Instead, switching off comes naturally in the hotel’s secluded courtyard garden, where a drink beneath the trees on a warm summer afternoon is the perfect escape from the bustle of central London.
The verdict
Characterful, welcoming and full of personality, The Zetter Bloomsbury is the sort of place that’s just as appealing to first-time visitors to London as it is to those who know the city well. As one of London’s newest hotels, there are still a few service inconsistencies to iron out, but once those settle, the hotel has all the ingredients to become one of the capital’s most enjoyable boutique stays.
The Zetter Bloomsbury is located at 2-7 Montague St, London WC1B 5BP, United Kingdom. Rates: from £210