We’re is excited to reveal the first glimpse of the interiors of the latest hotel, The Zetter Bloomsbury, ahead of its much-awaited, grand opening in October 2025. With interiors crafted by acclaimed designer, James Thurstan Waterworth, founder of Thurstan, and captured by renowned photographer, Martin Morrell, the property’s debut shoot offers an exclusive preview into its bedrooms. The images beautifully showcase the hotel’s historic allure while bringing to life the blend of Georgian charm and lived-in elegance that define its two distinct accommodation types.
Managing Director of The Zetter, Liutauras Vaitkevicius, comments –
“The Zetter Bloomsbury will mark yet another important milestone in the evolution of London’s boutique hotel scene. The Zetter, often credited as being the trailblazer of the concept, continues to lead the market and evolve in its own right. The unparalleled design will be matched with our conceptual and experiential service. The team and I simply cannot wait to start welcoming our guests to The Zetter Bloomsbury in 2025!“
Positioned near Russell Square, The Zetter Bloomsbury represents a remarkable transformation of six 300-year-old Georgian townhouses. The new images reveal how the hotel combines original architectural details with carefully sourced antiques and richly layered textiles; the result is an elegant yet relaxed atmosphere. Thurstan Waterworth, shared, “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.”
Each of the 68 rooms present a distinctive design, featuring soft Georgian pastels in shades of pink, blue, and green paired with darker hues to create a calm ambiance, while antique reclaimed floorboards and Victorian upholstery add warmth and character. The freshly curated mock-up suite includes a four-poster bed, freestanding bath, bay windows fitted with striped curtains using fabric from Tissus D’Helene, offering enviable views of the hotel’s serene gardens and the British Museum.
The other mock-up room, which is slightly more snug in size, features beautiful panelling and a half tester bed, as well as a bedside lamp created using a 19th-century Japanese mosquito net thoughtfully sourced during a trip to the south of France, adding a touch of historical charm and craftsmanship to every corner. Bespoke lamps with shades crafted from antique fabrics can be expected to be found in the hotel bedrooms, as well as Turkish and Persian rugs, and artwork that nods to the hotel’s iconic location.
As with the other Zetter properties, the Zetter Bloomsbury will remain true to the brand, maintaining that British eccentricity which The Zetter is known and loved for. Revealing what sets Zetter Bloomsbury apart from the existing hotels, Thurstan Waterworth said, “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 20thcentury modern pieces throughout creating a sanctuary for both local and international guests”.
Despite spanning 13,760 square-foot, The Zetter Bloomsbury prides itself on having created the feeling of being a ‘home away from home’ for guests, complete with modern comforts and a cosy colour palette. Thurstan Waterworth shared first-hand insight into the creation of this effect, explaining, “We used layering. For example, in the larger suite, by using layering with antiques, authentic rugs, and 20th-century art, we’ve created a warm, contemporary space that feels intimate despite its size. The four-poster bed also helps ground the room with its high ceilings.”
The bathrooms, designed to evoke both indulgence and relaxation, are equally impressive. The images reveal freestanding tubs and walk-in showers, set against the backdrop of elegant tiles and marble countertops. High-end, natural British bath products from VERDEN will further enhance the guest experience, as The Zetter becomes the first hotel group to partner with the eco-conscious fragrance brand.
Beyond the bedrooms, The Zetter Bloomsbury offers a variety of inviting communal spaces designed to feel like an extension of the home, achieved through fluid furniture arrangements. Upon arrival, guests will be welcomed into ‘The Sitting Room’, the hotel’s cosy bar area where the formality of the check-in desk does not exist, but instead, guests will be greeted with a cocktail in hand by one of Zetter’s talented mixologists. The lower ground will feature ‘The Larder’ that is also a private dining area for 20-40 people, whilst ‘The Drawing Room’ will be next door. The light-filled Orangery serves as a picturesque breakfast spot, with its floor-to-ceiling windows overlooking the tranquil gardens, which will host seasonal outdoor events, including summer barbecues and chef pop-ups.
Reflecting on his approach to the interiors, Thurstan Waterworth explained, “The images provide a rare glimpse into the thoughtful crafting that has unfolded over the past four years, 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 Zetter Bloomsbury marks a new chapter for the boutique hotel group, joining the established Zetter Marylebone and Zetter Clerkenwell expanding the group and further elevating the brand’s reputation of exclusive, excellent, and effervescent hotels that balance character and comfort.
