The Principal Set to Open in Landmark Bloomsbury Building

London’s most literary neighbourhood, Bloomsbury, has been witness to an £85 million restoration of a Grade II listed building, which will become The Principal London this April.

Built in 1898 by the architect Charles Fitzroy Doll for the Frederick Hotels Company, it boasts a striking terracotta exterior with statues of four British queens – Victoria, Elizabeth, Anne and Mary – situated above the entrance.

The 334-room hotel located in Russell Square will feature contemporary interior designs by Tara Bernerd & Partners including custom-designed carpets, monogrammed cushions and specially commissioned artwork, plus curated selections of books. With a glitter ball and stage, Fitz’s bar has a timeless glamour, while Neptune prepares signature dishes on a trolley and has an oyster bar. The original hotel ballroom, meanwhile, has been restored to its former glory as part of the refurbishment and holds up to 450 guests for a reception.


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