Blending in amongst the other private residences surrounding it, like the home of a friend who seemingly has been everywhere, deliberately designed to appear lived-in, The Zetter Bloomsbury in central London delivers a purposeful ornamentation of antique collectibles gathered over four years of sourcing from antique dealers, auctions, and markets across the world. Because of its proximity to the British Museum, the collection is meant to imitate a worldly assortment of goods representing a plethora of cultures. An area of a city as literary as London could only be home to the boutique hotel that feels like stepping into the home of a “well-traveled friend”, a Victorian building with Georgian elements. 

Overlooking Russell Square and across from the British Museum, the hotel delivers its promise of living immersion into London's active cityscape. Housing London's largest hotel gardens, over 1000-square feet, blending Japanese and British tradition, the design creates layered, distinct areas within the garden space.

A synchronous vision of design combines both historical elements of the neighborhood, as well as keeping contemporary elements visible. The Parlour offers an open space clad with unique furniture and patterned throw pillows, like a collector's living room, serving curated British drinks. 

The Orangery serves breakfast and afternoon tea, with an outdoor yoga terrace and BBQ area with chef residencies, windows circling the dining room and greenery littered but meticulously placed around the room, and offers a traditional British eat-and-drink menu. This 68-room hotel has been designed with the intention that each corner has been carefully considered in the design process to represent the designer's complete vision. The Zetter invents an atmosphere ideal for the antiquarian and casual visitor alike.   

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