The Principal hotel opens its doors in the heart of Bloomsbury, London (starting around £225 for a double).
Originally designed by English architect Charles Fitzroy Doll in 1898 under the name Hotel Russell, the historic London hotel is distinguished by its imposing façade in thé-au-lait terracotta along Russell Square.
Renovation led by Tara Bernerd & Partners aimed to satisfy every need of modern guests, while still respecting the structure’s rich past in a harmonious balance between contemporary stylings and antique details.
The very same Tara Bernerd commented: “We are delighted to be working with Barry Sternlicht of Starwood Capital on the Principal London at Russell Square, which will be opening its doors April 16 [with a grand opening coming in June]. The building is set in the heart of Bloomsbury and has quite a legacy, so we have respected that, marrying the old with the demands of the new. We’ve reinstated the iconic Palm Court, and have reconfigured the lobbies and reception, as well as 334 bedrooms and suites. We hope that this will give the historic landmark site a new lease of life.”
With 334 rooms and suites, The Principal offers guests a warm welcome to feel right at home with an elegant and refined aesthetic. By mixing prized materials among softly draped velvet and luxurious finishes, Bernerd is able to reference a national identity without falling into stereotypes.
The ability to match the brand with its location has become somewhat of a trademark for The Principal; for example, the Principal Edinburgh Charlotte Square can be found among Georgian homes with a residential and private atmosphere, while the Manchester location in the former Refuge Assurance Company headquarters features a rustic and eccentric mood.
Here in London location, you won’t find the colors of the Union Jack, but rather neutral tones that are spiced up through bursts of color like eggplant, prune, and dark blue.
Hallways leading to the suites boast bell-shaped lamps with tassels and the bathrooms are adorned with Victorian style showerheads in a tribute to the hotel’s history.
The original pavement in marble features mosaic inserts and walls are clad in wood panels that alternate with marble faces. Rich velvets echoed in sage and deep blue were used to recreate the feeling of an old clubhouse, while antique brass chandeliers pair perfectly with mid-century furnishings in a nod to the hotel's history.
After restoring the roof as part of the original design with a subtle retro-illumination, the existing floor plan was redesigned with a walled fireplace and glass doors leading to a gorgeous private outdoor space. Lights and natural materials also play their part to add a special touch, creating an oasis in the heart of the city.
In the rooms, floors were covered with soft carpets and customized textures, while four-post beds are embellished with draping natural fabrics in subdued colors. The walls were treated with a fresh coat of paint to match the furnishings before hanging modern and linear relief frames. Meanwhile, the wardrobes merited an upgrade, receiving mirrored, illuminating doors to open the space up. Artificial lighting was brought in through custom-made ceiling lights and sconces in brass and frosted glass.
At the opening: Both antique and modern are mixed for the perfect concoction of elegance and refinement in Palm Court, the beating heart of The Principal and a renowned locale in the Bloomsbury neighborhood.
