London's hip new address: The Bloomsbury
PUBLISHED: 11:10 30 January 2018 | UPDATED: 15:32 20 February 2018
Within London’s ever-changing zeitgeist, different neighbourhoods take turns to define the city’s cultural landscape. And there is no doubt that, right now, the reinvigorated area of Bloomsbury is the place to be – and be seen
The enclave in London’s literary heartland, just moments from Theatreland, chic Covent Garden and the lively bars of Soho; as well as the historical treasures of the British Museum, a wealth of galleries and bookshops – is undergoing something of a grand gentrification. The opening up of transport links into Tottenham Court Road station has heralded a host of developments aligning the West End to the rest of the country. An influx of tech firms has drawn a younger, more hipster crowd, fueling the wave of arthouse cinema at the Brunswick Centre, new fashion boutiques and trendy eateries on Lamb’s Conduit Street and the uber-cool apartments and plaza of Centre Point.
Notwithstanding such transformation, the first thing visitors tend to notice about Bloomsbury is its heritage. Home to The Bloomsbury Set, a group of itinerant writers, thinkers, artists and intellectuals, famous as much for their unorthodox lifestyles as their professional output. The likes of Virginia Woolf, E.M. Forster and John Maynard Keynes lent the area a raffish air – which continues to pervade in some quarters today.
This convivial spirit is certainly still alive and well at The Bloomsbury – a hotel steeped in heritage and also at the forefront of its own vibrant transformation.
Designed in the late 1920’s by the pre-eminent architect of his time, Sir Edwin Lutyens, the imposing Grade II-listed, neo-Georgian property’s new look is encapsulated by the dynamism of the new Coral Room – London’s latest drinking hotspot. Designed by the team behind some of London’s most defining contemporary venues – think Berkeley Square’s Sexy Fish and the new Annabel’s – this is a grand salon bar offering all-day dining and late-night carousing for a chic crowd. The vividly-coloured walls that give it its name are lent further lustre by the striking marble bar that comes alive in the evening, notably hosting London’s modern-day hip and happening Bloomsbury Set.
Meanwhile downstairs, the hotel’s discreet and intimate Bloomsbury Club Bar celebrates the golden age of cocktails while drawing on the notoriously liberated lifestyles of the original Bloomsbury Set. A Duncan Grant cocktail - Courvoisier VSOP, Perrier-Jouët and Angostura Bitters - anyone? Or perhaps the libation named after Grant’s fellow painter (and some-time lover) Vanessa Bell – No.3 London Dry, Cocchi Americano, Belsazar Dry, Pink Grapefruit Shrub and Rosebud.
This wonderful hedonistic frisson emanates throughout the hotel – not least in the newly refurbished Luxury Studio Suites. Offering expansive views of the area’s historic streets, the spacious feel of each suite is reflected in the earthy, natural tones and quirky, bold accents of its interiors. Expect an elegant yet lavish vibe – not least in the sweeping, (and very opulent) Italian marble bathroom.
It’s all part of a country house feel that begins the moment guests ascend the flight of Portland stone steps through to the Edwin Lutyens-influenced sitting room – in honour of the great architect, complete with heritage-inspired botanical wallpaper.
Join the new legions of the 21st Century Bloomsbury Set at The Bloomsbury, where charm and character abound – both in the hotel’s environs and out on the historical streets of the neighbourhood with which it shares its name.
Enjoy a stylish weekend in London’s West End with The Bloomsbury’s Luxurious Weekend offer here.