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New Principal London hotel set to launch

15 Jan 2018


The latest addition to the Principal hotel collection will open in London in early 2018. The unveiling of the 334-room Principal London will transform the former Hotel Russell, a Grade II* listed building which occupies the eastern flank of Russell Square in Bloomsbury.

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 whilst providing stylish form and function for the modern traveller.

The Principal London has an healthy meetings and events offer, with a magnificent Grade II listed ballroom and eight additional spaces, catering for groups of up to 450. The company’s new Smart Space initiative will ensure that guests receive a highly responsive, personalised meetings and events service with nine service features covering everything from a live availability booking service to truly tech-savvy support, with up to 1GB Wi-Fi.

The opening of The Principal London will 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. It will offer a variety of spaces for drinking, dining and partying that will be distinct from each other and unique in their offering:

Palm Court

At heart of the hotel will be the restored Palm Court; which will sit alongside the The Principal London’s grand, listed ballroom.


A neighbourhood restaurant created in partnership with three-time Bib Gourmand winner Brett Redman, and stylist-turned-restaurateur Margaret Crow, will fuse the informal flair of their Borough Market institution Elliot’s and Richmond gastropub to create a ‘Bloomsbury Salon’ for the 21st century.


A hedonistic cocktail bar that conjures the spirit of Jay Gatsby and the wit of Dorothy Parker.

Burr & Co.

Coffeehouse by day and wine bar by night, Burr & Co. will offer an independent, lively alternative to the nearby Brunswick Centre.

This opening of The Principal London is the latest offering from new, high-end urban lifestylehotel group, PRINCIPAL, with recent openings in Edinburgh, Manchester and York following the sensitive restoration of historic hotels.  The collection also includes hotels in Cardiff, Glasgow, Leeds and Oxford, with plans in place to open in Birmingham and Liverpool.

Source: Conference News. Author: Martin Fullard

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