The Zetter Bloomsbury: Georgian townhouses transformed into boutique hotel near British Museum

The Zetter Bloomsbury, the newest hotel from The Zetter group, opened in six interconnected Georgian townhouses adjacent to the British Museum in London. Interiors by James Thurstan Waterworth blend European antiques, midcentury furniture, African textiles, Turkish rugs, and works by St Ives artists Sandra Blow and Roger Hilton, alongside ancient Egyptian artefacts and over 600 vintage art and auction catalogues reflecting the hotel's proximity to the museum. Craftsmanship is emphasized with over 500 cushions made from antique textiles, vintage fabrics reworked into upholstery, and hand-painted faux-marbled architraves. The Junior Suites overlook a courtyard garden and feature four-poster beds, marble bathrooms, and Verden amenities; the Terrace Suite offers a wraparound terrace and claw-foot bath. Dining includes The Orangery for breakfast under a glass roof and The Parlour for elevated British classics. Guests receive a coin for a complimentary drink upon arrival. The hotel lacks a spa but offers a secluded courtyard garden for relaxation. Rates start from £210. Lauren Ho, Travel Director of Wallpaper*, reviewed the property, noting minor service inconsistencies but praising its potential as one of London's top boutique stays.