Kimpton Fitzroy London

The Principal London is a Grade II* listed landmark building that occupies the eastern flank of Russell Square in Bloomsbury. The opening of the 334-room hotel this spring has restored the original grande dame to her original glory while administering a shot of adrenaline to the heart of London’s most literary neighbourhood.

The hotel is steeped in history, the Frederick Hotels Company having first opened its doors in 1898 Lavishly appointed and boasting a striking terracotta exterior – with four British Queens guarding the entrance – it was always intended to be a home to glamour and indulgence. Inside The Principal London, striking, contemporary interior designs by Tara Bernerd & Partners and Russell Sage Studio pay homage to the building’s illustrious history while providing stylish form and function for the modern traveller. The Principal London hopes to create a hub not only for its guests but also for Londoners who have a passion for great food, fabulous cocktails and memorable nights in the city.

During the hotel's soft opening, attractive rates are available as the team find their feet and the last pieces of the 'jigsaw' are put in place, such as Neptune restaurant (open from 25 May) and the Palm Court (open from 1 July).