DISCOVERY Loyalty Program

DISCOVERY Loyalty Program



About the hotel


A major redesign and refurbishment of The Bloomsbury, a 1928 Sir Edwin Lutyens, Grade-II listed building on Great Russell Street in London has been recently launched.

The hotel has been beautifully and sensitively transformed following a multimillion pound investment programme which most recently includes a new reception area, Guest Living Room and stunning grand salon bar - The Coral Room.

The original entrance at the side of the property has been restored, incorporating a new glazed canopy to enhance the guest arrival experience. 

The original flight of Portland Stone steps leads guests into the new reception area and intimate space which features a Lutyens-inspired Guest Living Room. Here a colour palette of muted greens and pinks, are accented with an electric mix of furnishings, artwork and lighting. As well as eye catching, heritage-inspired botanical wallpaper, there is a Lutyens’ designed fireplace – a welcoming focal point - all designed to create a feel more akin to a private home, than a traditional hotel.

The magnificent Coral Room is located within a 2,100-sq. ft. double height space at the front of the hotel and was designed in collaboration with internationally-acclaimed, Martin Brudnizki Design Studio. Mindful of the original Lutyens design and the building’s listed status, this bar area has been sensitively reimagined. The original panelled walls are retained and have been given a high-gloss lacquer finish in vivid coral – a colour that Lutyens was fond of. A striking feature are the five bespoke Murano glass chandeliers, specially created for the space. Walls come to life with 36 original pieces of art commissioned with English illustrator Luke Edward Hall of art and inspired by the surrounding Bloomsbury area and the architecture of Lutyens. 

The final chapter of the wider restoration of The Bloomsbury, follows the very successful launches of the award-winning Dalloway Terrace and The Bloomsbury Club Bar, which were added to the property in 2016.

Dalloway Terrace – a beautiful space that quickly became one of London’s most sought after alfresco dining hotspots, serving brunch, lunch, dinner and afternoon tea. The quintessentially English space, named after the eponymous character created by Virginia Woolf, is an indoor/outdoor restaurant, fully heated in winter, offering the peace and charm of a secluded garden. It is also one of the most instagrammed restaurants in London.

The Bloomsbury Club Bar - launched in the summer of 2016, brings old school romance and the magic of bygone era of glamour to the hotel. The bar has a members’ club feel and is furnished with plush leather armchairs, atmospheric lighting and rich mahogany panelling, taking inspiration from the lives of the famously hedonistic Bloomsbury Set - Virginia Woolf, John Maynard Keynes, E.M. Forster and Lytton Strachey, who all lived, worked or studied together in Bloomsbury and were united by an abiding belief in the importance of the arts. 

The bar leads on to an enchanting outdoor space; a twinkling grotto perfect for long summer evenings, while the drinks menu takes influence from the 1920s and 1930s, with a selection of original cocktails named after the area’s literary icons and their libertine lifestyle.


Our Location 

Bloomsbury, a timeless hidden London gem, is characterized by its elegant garden squares and streets lined with an eclectic selection of shops and boutiques. The Bloomsbury hotel is just a stone’s throw from Theatreland, Soho and Covent Garden, 5 minutes’ walk from Tottenham Court Road Tube Station and Crossrail, due to be launched later this year, offering direct access from Heathrow.

16-22 Great Russell Street

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Literary Bloomsbury

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Alex Proud, owner of Proud Galleries

The Only Place in Town