Zetter Hotels is set to launch its third property in early 2025 in London's Bloomsbury, which will mark the group's first opening in 10 years.
The group, which also owns the Zetter Marylebone and the Zetter Clerkenwell, took over the new site, which has traded as the Grange White Hall hotel and Grange Blooms hotel for mare than 20 years, in June.
The property is next to the British Museum and is formed of six Grade II-listed Georgian townhouses that are roughly 300 years old.
Once the refurbishment is complete, the Zetter Bloomsbury will feature 72 bedrooms (eight of which will be suites); a cosy bar area; a 20 to 40-cover private dining room; ‘the Orangery' breakfast venue; a private garden and an outdoor yoga pavilion.
The Zetter Bloomsbury is being launched by Laith Pharaon, chief executive of Orca Holding, and designer James Thurstan Waterworth, former European design director of Soho House.
The bedrooms will include Georgian antiques, oak furniture and Victorian upholstery, as well as artwork from Asia and Africa to pay homage to the British Museum.
Pharaon said: "With the addition of the Zetter Bloomsbury, we are focused on growing the Zetter Hotels' portfolio, becoming a timeless collection and being viewed as one of the world's most talked-about places to stay.
"All of the Zetter properties seek to reinvent the boutique hotel concept, offering real home-from-homes, a unique charm and an elegant mix of design throughout and the Zetter Bloomsbury will be no exception."
Speaking at the launch of Zetter Bloomsbury, which took place yesterday (12 September), Pharaon described the moment as a "rebirth of the brand".
The owners of the Zetter Group, restaurateurs Mark Sainsbury and Michael Benyan, sold the company they founded in 2004 to global hospitality investor Orca Holding for an undisclosed sum in March 2021.