The Principal London will open its doors on Monday 16 April 2018 after an extensive restoration paying homage to the building’s illustrious history.
Overlooking Bloomsbury’s Russell Square and clad in Royal Doulton thé-au-lait terracotta, the grande dame was originally designed by Charles Fitzroy Doll in 1898. In its new guise as The Principal London it will boast 334 bedrooms and suites, ranging from City singles and guest rooms to 39 suites, including the two-bedroom Principal suite, which enjoys views of Russell Square and connects to a one-bedroom suite, making it ideal for press junkets. Lead designers Tara Bernerd & Partners have worked with the Principal in-house team to design the interiors of the rooms, in keeping with the heritage of the building while reflecting Bernerd’s signature mix of contemporary layers on top of original, listed features. Custom-made beds and furniture, and ceramic and marble bathrooms provide a feeling of elegant luxury. The in-room amenities include Ruark music systems, The Perfumer’s Story toiletries (by celebrity perfumer Azzi Glasser), assorted Penguin clothbound classics and specially commissioned artwork, all adding to the guest experience.
Not simply a place to stay, The Principal London will also offer a range of distinctive places to eat and drink, acting as a living room for Londoners and guests alike:
Fitz’s cocktail bar (named after Fitzroy Doll and designed by Russell Sage Studios with a glitter ball hanging from the ceiling) is decorated in sumptuous fabrics, dark wood panelling and includes original features such as the large fireplace with stained-glass window above it. The story behind the bar has been created by Robbie Bargh’s Gorgeous Group and Principal, while the list of signature cocktails has been created by The Principal’s bars manager, Sean Fennelly, who leads the team at Fitz’s having most recently worked as the General Manager for Milk & Honey.
Neptune an all day dining restaurant will seat 120 guests and feature an innovative approach to the classic oyster bar and a new style of British caviar service, swapping out traditional blinis for freshly made waffles with house cultured jersey cream. The menu is seafood-focused but Brett’s signature wood-fired cooking will also be on offer in an extensive
a la carte menu. The oyster bar located at the centre of Neptune’s dining room will serve a variety of oysters and shellfish from small niche growers around the UK. Towering seafood platters will be full of classic raw dishes spiked with diverse flavours such as hardshell clams, dill granita & buttermilk or scallop carpaccio, ajo blanco, nori & kombu oil.
Burr & Co coffeehouse and bar will be open from 7am serving Caravan coffee, tea, pastries and breakfast items to eat in or grab-and-go, while the all-day menu includes soups, salads and sandwiches. With its own entrance on Russell Square at the corner with Bernard Street, Burr & Co. is the perfect place to meet friends, or to catch up on emails and grab a great cup of coffee.