The Zetter Bloomsbury Sets March 2026 Opening Date
The new 68-room townhouse hotel near the British Museum opens for preview in March 2026.
Photos: Courtesy of The Zetter
The Zetter Group will add a third London address next year with the debut of The Zetter Bloomsbury, which is now accepting reservations ahead of its March 2026 preview. The 68-room hotel will sit within six interconnected Georgian townhouses on Montague Street, directly opposite the British Museum and a short walk from Russell Square and Lamb’s Conduit Street.
The project expands the group’s presence across central London, joining The Zetter Marylebone and The Zetter Clerkenwell. For this opening, the company turned to designer James Thurstan Waterworth, whose background includes work under Martin Brudnizki and a tenure as European Design Director for Soho House. His brief draws from Bloomsbury’s literary and artistic heritage while keeping the residential feel that defines the brand’s earlier properties.
Waterworth’s interiors use antique pieces, vintage lighting, and layered textiles to create a domestic feel across the room categories, ranging from compact Cosy Rooms to larger suites. Several accommodations incorporate original timber panelling, and the Grand Terrace Suites overlook the garden. Bathrooms are finished in marble, with walk-in showers and Verden amenities. “We wanted guests to feel they were staying with a well-travelled friend,” Waterworth said. “Someone who has filled their home with treasures and stories from around the world, but who also deeply appreciates the Georgian bones of the building.”
The ground floor is arranged around three distinct communal spaces. The Parlour serves as an all-day lounge for light refreshments and cocktails; The Orangery provides the main dining setting, positioned to take advantage of natural light and views of the landscaped garden. In summer, the dining area extends outdoors to a dedicated barbecue space. The hotel will also offer a gym and an outdoor yoga deck.
Kevin Rockey, the managing director of European operations for Zetter, explained that the design aims to reflect the area’s cultural character. “This represents a natural evolution for us,” he said. “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.”
The Zetter Bloomsbury’s location places it on one of London’s most visited corridors, with access to major museums, historic squares, and key transport links. The building’s townhouse layout—13,760 square feet across six addresses—allows the property to retain its residential character, including a garden that serves as the anchor of the public spaces.
Rooms will start at around $350 per night when the hotel opens in March 2026.
