Bloomsbury is becoming one of London’s hotel hotspots.

And Russell Square, at the centre of Bloomsbury, will see three new openings within the space of six months, adding more than 450 rooms and suites.

A new Firmdale hotel, is rumoured to open in the autumn, the Imperial hotel will re-open in the summer, and The Zetter Bloomsbury has just opened on the adjoining Montague Street, backing onto the British Museum.

The Zetter brand has grown slowly and steadily over the past 22 years.

The original Zetter hotel, housed within the old Zetter Pools headquarters in Farringdon, opened in 2004.

The first Zetter Townhouse opened a few years later, in the same neighbourhood. The original hotel was then renamed as the Marrable’s Hotel, presumably to avoid the confusion of having two Zetter hotels close together.

It may also be that the two hotels were very different in their appearance and the owners were keen to further develop a single, recognisable Zetter style.

Then came The Zetter Townhouse Marylebone, which opened in 2015 and now, 11 years later, the Zetter Bloomsbury has arrived. Zetter Bloomsbury is a 68-bedroom boutique hotel set across six interconnected Georgian townhouses overlooking Russell Square and directly opposite the British Museum.

Located in the heart of Bloomsbury, celebrated for its artistic and literary heritage, the property draws inspiration from the neighbourhood’s creative spirit while retaining the warmth and character that distinguish The Zetter’s existing hotels.

Designed by award-winning James Thurstan Waterworth, The Zetter Bloomsbury marks an evolution of the brand’s townhouse style, offering a contemporary interpretation of Bloomsbury’s historic salon culture.

Conceived as a lived-in private residence, the hotel feels as though it has been curated over time. “It’s very Victorian, but we’ve pared it back to be slightly more Georgian, which suits the houses,” says Waterworth.

Having trained under Martin Brudnizki and later shaped Soho House’s distinctive style as European Design Director, Waterworth has honed a design that is both globally sophisticated and personally inviting.

“We wanted guests to feel they were staying with a well-travelled friend,” he adds.

“Someone who has filled their home with treasures and stories from around the world, while deeply respecting the Georgian bones of the building.”

Four years in the making, the interiors were sourced from auctions, antique dealers and markets worldwide.

European antiques sit alongside mid-century elements, African textiles and bespoke handmade details.

Over 500 cushions crafted from antique fabrics are scattered throughout, while Turkish rugs have been ingeniously repurposed into ottomans.

Works from the St Ives movement, including Sandra Blow and Roger Hilton, coexist with rare artefacts, including ancient Egyptian objects, and a library of more than 600 vintage art and auction catalogues.

Every frame, sign and detail has been crafted by British artisans.

“Because of the British Museum next door, we leaned into a mix of cultures: African, Oceanic, Asian, American, European,” says Waterworth.

The hotel’s art collection pairs postwar British works with treasures sourced from international auctions and private collections, including works by Sandra Blow and Terry Frost, guided by instinct rather than uniformity and in part inspired by antique dealer Robert Kime.

The bedrooms range from wood-panelled cosy rooms to grand suites including the Terrace Suite, featuring a four-poster bed, claw-foot bath beneath bay windows, and a wrap-around terrace overlooking the garden.

Each room reflects a collector’s spirit with marble bathrooms, walk-in showers and amenities from VERDEN. Three distinct public spaces occupy the ground floor.

The Parlour provides a relaxed retreat for drinks and light refreshments, while The Orangery, bathed in natural light, offers views of the landscaped garden and serves breakfast, a signature afternoon tea, as well as private events.

During summer, the Orangery will extend outdoors to a BBQ area and champagne bar, complemented by seasonal dishes and guest chef residencies.

The property also features an outdoor yoga terrace.The 1,000-square-metre garden, designed by the Rich Brothers one of central London’s largest private hotel gardens.

Once flat, it has been reimagined as a layered, secret garden with four distinct character areas, blending British tradition with subtle Japanese influences.

This represents a natural evolution for us,” says Kevin Rockey, MD Operations Europe of The Zetter.

“With The Zetter Bloomsbury, we’ve captured something essential about the neighbourhood’s creative and intellectual character, shaping a design that feels deeply rooted in history yet refreshingly contemporary.”