Six connected Georgian townhouses give The Zetter Bloomsbury a deliberately irregular plan, with staircases, varying room proportions and garden-facing spaces replacing the uniformity of a purpose-built hotel. Its 68 bedrooms mix antiques, pattern and contemporary comfort in the group’s eccentric British style. The Parlour provides an intimate bar and drawing-room atmosphere on the ground floor. At the rear, the Orangery opens towards a quiet garden, and a gym adds a practical facility rarely found in the group’s smaller properties. The British Museum is nearby, yet the domestic sequence of rooms and houses creates a softer counterpoint to Bloomsbury’s larger institutional buildings.