In early 2026, The Zetter Group will expand its celebrated London portfolio with the opening of The Zetter Bloomsbury, a 68-bedroom townhouse hotel set across six interconnecting Georgian buildings on Montague Street, directly opposite the British Museum.

The new property will bring The Zetter’s distinctive, personal approach to hospitality to one of London’s most storied and cultured neighbourhoods.

Award-winning designer James Thurstan Waterworth’s interiors draw inspiration from Bloomsbury’s literary and artistic heritage.

Antique finds, vintage lighting and rich textiles create an atmosphere that feels “like staying with a well-travelled friend,” balancing global sophistication with the warmth of a private home.

Rooms range from the smaller Cosy Rooms to grand Terrace Suites with four-poster beds and sweeping garden views.

The ground floor will feature The Parlour, a relaxed cocktail and coffee space; The Orangery, a light-filled dining room overlooking the garden; and an outdoor terrace and BBQ area hosting seasonal residencies.

The most popular room is likely to be the rooftop apartment, Lear’s Loft, home to its very own al fresco bath.

A gym and yoga deck complete the offering.

“This represents a natural evolution for us,” says Kevin Rockey, Managing Director, Operations Europe, The Zetter Group.

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

Positioned between Russell Square and the British Museum, The Zetter Bloomsbury will offer a private, residential-feeling retreat at the heart of London, where comfort, culture and character converge.

Other hotels in the Zetter Group include The Zetter Marylebone, Marrable’s Hotel in Farringdon, a characterful property that embodies the same timeless design, warmth and considered hospitality that define The Zetter.

And The Zetter Clerkenwell, which features open fireplaces, 13 bedrooms and a cosy cocktail bar.