The Zetter Townhouse hotel in London's Marylebone is set to open on 14 August.
The new hotel is the latest addition to the Zetter Group's Townhouse boutique hotel brand.
The Georgian property on Seymour Street, which aims to create the feel of the "private home of an eccentric relative" will have 21 bedrooms, two studio suites, and a cocktail lounge.
While the the Zetter Townhouse Clerkenwell is home to Zetter's fictional Great Aunt Wilhelmina, the new hotel is based around the character of Wicked Uncle Seymour. Inspired by the architectural collections of Sir John Soane, the interiors, by designer Russell Sage, are crammed with a collection amassed during Uncle Seymour's European Grand Tour and aim to reflect the fictional owner's eclectic and colourful character.
There are seven categories of unique rooms, each featuring individual collections of antique furniture and curious finds with elegant bathrooms and dramatic reclaimed beds ranging from enormous four posters to Emperor beds with intricate gilt headboards. The two Studio Suites on the first floor boast tall sash windows and dramatic high ceilings, while the Rooftop Apartment, occupying the whole top floor, has its own private staircase, dressing room and roof terrace complete with outdoor roll top bath.
On the ground floor is Seymour's Parlour, a cocktail lounge open from breakfast until late, with menus by Bruno Loubet and cocktails made in collaboration with drinks creator Tony Conigliaro.
Rooms at the hotel start at £258 (inc. VAT).
The Zetter Group is owned by Mark Sainsbury and Michael Benyon.