The latest addition to PRINCIPAL –

A collection of exceptionally located hotels based in landmark buildings – will open in London in early 2018. The unveiling of the 334-room Principal London will transform the former Hotel Russell: a Grade II* listed building which occupies the eastern flank of Russell Square in Bloomsbury; restoring a glamorous, grande dame to its original glory and administering a shot of adrenaline to the heart of London’s most literary neighbourhood.




The hotel is steeped in history, the Frederick Hotels Company having first opened its doors in 1898. Lavishly appointed and boasting a striking terracotta exterior – with four British Queens guarding the entrance – it was always intended to be a home to glamour and indulgence. Inside Principal London, striking, contemporary interior designs by Tara Bernerd & Partners and Russell Sage Studio pay homage to the building’s illustrious history whilst providing stylish form and function for the modern traveller.


Principal London has exceptional meetings and events offer, with a magnificent Grade II listed ballroom and eight additional spaces, catering for groups of up to 450.


The Grade II listed building was designed by Charles Fitzroy Doll in 1898, and the ornate dining room on board the Titanic also designed by him is said to be a replica of the hotels. Several passengers on the ship also stayed at the hotel before they set sail on the Titanic from Southampton. There is also a bronze dragon in the hotel that’s the twin of one that went down on the ship.


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