New this year to The Zetter Group’s London hotel collection, The Zetter Bloomsbury is set to open in March, occupying an enviable location directly across from The British Museum and close to the fabulous shops and cafés along Lamb’s Conduit Street. The 13,760-square-foot, 68- bedroom property fills six interconnecting Georgian townhouses near Russell Square.

Inside, designer James Thurstan Waterworth has channeled Bloomsbury’s deep literary and artistic connections, creating inviting and memorable spaces with a residential feel through the use of lush textiles, original antiques and vintage lighting fixtures.

“We wanted guests to feel they were staying with a well-travelled friend,” explained Waterworth. “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.”

On the ground floor, guests will find The Parlour, where cocktails and light bites are served all day in a cozy space. In The Orangery — a British architectural feature dating to those days when the cultivation of exotic citrus fruits was all the rage — natural light and wide windows allow diners to enjoy views of the tree-filled, landscaped garden while savoring breakfast, afternoon tea or evening events. During summertime, breakfasts, aperitifs and small plates are augmented by an outdoor barbeque area. Visiting chefs will be featured, along with grilled seasonal dishes, in a peaceful garden setting that belies the city energy surrounding the hotel.

“This represents a natural evolution for us,” said Kevin Rockey, MD Operations, Europe, The Zetter Collection. “With The Zetter Bloomsbury, we’ve captured something essential about the neighborhood’s creative and intellectual character, shaping a design that feels deeply rooted in history, yet refreshingly contemporary.”

Room and suite details vary, intensifying the sense of being a guest in a private home. Among the range of features are claw-foot tubs; Egyptian cotton sheets; and king-sized, four-poster beds. Guests can also enjoy a fully equipped gym and dedicated outdoor yoga space, adding a welcome wellness element to the property’s luxurious offerings.