The Principal London – Bloomsbury

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Bloomsbury rolls to the beat of literary London. Although just a hop and a skip from the spit and polish of Mayfair, it’s a little rougher around the edges and there’s a more eclectic mix of people, thanks to its abundant educational institutions. It’s also distinguished by a host of gorgeous garden squares and the latest hotel to land a prime position on one of them is The Principal London, flagship of the new group of hotels headed up by David Taylor of Hoxton and Edition renown, which opens in summer 2017. Occupying a fabulous Charles Fitzroy-Doll-designed building on Russell Square (just around the corner from the British Museum), interiors come courtesy of two of the hottest names in hotel design: Tara Bernerd and Russell Sage. It’s big (334 rooms and suites) but not intimidating and you can while away hours drinking coffee at Burr & Co., taking tea at Palm Court before moving on to cocktails at Fitz’s bar. That is after you’ve discovered London’s literary and cultural heart on the doorstep. Doubles from £329.


Name to Know: Head bartender at Fitz’s bar, Sean Fennelly, who will ensure your evening is a tonic to remember.

See: While you may have been to many of London’s world-renowned museums, we suspect Sir John Soane’s Museum may not have come on your radar.

Eat: With a focus on British seafood, Neptune classics include a stunning seafood platter as well as a British play on Caviar, swapping blinis and sour cream for sourdough crumpets and clotted cream.

Buy: Stuart Patience was commissioned to add two new designs to the collection of Principal signature mugs with a No. 68 London bus and a black cab. You’ll find them at the Corner Shop.

Want to find out more? Visit the hotel's website.

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