LUXE Serendipity magazine

By Donna Richardson

The Zetter Bloomsbury opened its doors in spectacular fashion as Hamish Bowles, Global Editor-at-Large of British Vogue, welcomed a dazzling constellation of London fashion insiders and screen icons to an exclusive opening celebration.

As a guest of Hotel Labs, the US Representative for the hotel, it was an event like no other I had ever attended. I was offered a rare glimpse into their world — an atmosphere that felt less like a hotel launch and more like an impossibly chic after-party during fashion week. Tucked discreetly behind the British Museum, the 68-room boutique retreat provided the perfect backdrop for an evening of cultivated glamour, intimate conversation, and effortless style.

The gathering was an elegant affair — think Regency refinement meets the opulence of The Great Gatsby — bringing together the elite of London and New York society, as well as Hollywood stars and fashion luminaries.

Having grown up watching Sex and the City and The Devil Wears Prada, it felt almost surreal to be momentarily transported into those glamorous worlds. The city’s electric energy, the impossibly chic ensembles, and the crowd’s effortless sophistication made the evening feel like stepping into a beautifully styled cinematic scene. Then again, what else could one expect from a party hosted by the editor-at-large of the world’s most influential fashion magazine?

Among the illustrious guests was Kim Cattrall, forever immortalised as Samantha Jones in Sex and the City. She was joined by visionary designers Charles Jeffrey, Conner Ives, and Patrick McDowell, as well as celebrated photographer Juergen Teller and Dovile Drizyte. Also in attendance were Linda Boronkay and former Royal Ballet étoile Edward Watson.

It was especially lovely to spend time with my host, Martin Larsson, and his husband throughout the evening.

The room I stayed in had an African and oriental vibe with carefully selected prints and antiques overlooking the garden. The bed was comfortable, and I took a long, luxurious shower with the Verden amenities before wrapping myself in a fluffy robe, pouring myself a cup of tea to enjoy as I got ready for the evening, and turning on the Marshall radio.

I got ready in absolute comfort and then glided downstairs, where I met some incredible people from all walks of life, and the evening unfolded with effortless decadence and charm.

Executive head chef Debjit Dass delivered a sumptuous selection of canapés, from delicately spiced curried steak to exceptional cheeses and fine wines, while a live oyster station drew admirers throughout the night and margaritas flowed freely beneath the glow of candlelight. Nearby, an opulent dessert tableau shimmered like a still life, inviting guests to linger a little longer.

Imagine a party at a wealthy person’s house. It was pure glamour, with glamorous shapes draped over chaise longues, seated in corners, and gathered around the bars and various grazing stations. It was an evening of elegance and luxury.

Spread across six impeccably restored Georgian townhouses, the hotel is a masterclass in layered elegance. Each of its 68 rooms has been individually conceived by James Thurstan Waterworth, former design director of Soho House. Drawing inspiration from the British Museum’s extraordinary collections, the interiors weave together references from Asia, Africa, Europe and the Americas, creating spaces that feel both scholarly and seductively eclectic. Rare artworks, distinguished antiques and museum-worthy curiosities lend every corner a sense of discovery.

It was in the drawing room that I met Zack MacLoed Pinsent, a debonair tailor based in Brighton, who specialises in crafting period clothing and arrived dressed in a Georgian ensemble complete with a plume. His focus on Regency attire perfectly matched the ambience of the hotel. He frequently hosts balls at the Brighton Pavilion, including an event with Sir Stephen Fry, and we had a fascinating chat.

The hotel’s most enchanting feature lies beyond the luxurious, richly appointed rooms: a sprawling 10,700-square-foot garden, a vibrant, lush sanctuary nestled in the bustling heart of Bloomsbury. This hidden gem offers a serene escape from the urban environment, filled with a variety of plants and flowers that create a peaceful atmosphere. During the grand opening, this exquisite garden, along with the candlelit drawing rooms adorned with elegant decor, transformed into a lavish house party attended by London’s fashion elite. The evening buzzed with excitement and style as guests mingled and admired the surroundings. A standout moment of the night was the captivating performance by Friqtao, an extraordinarily talented pianist born in Paris. His unique ability to turn public pianos into stages drew the attention of the attendees, who were mesmerised by his artistry. As guests arrived, his enchanting melodies filled the air, setting the perfect tone for a night of glamour and celebration.

In the warm glow of the evening, I had the pleasure of speaking with Greta, the operations director, originally from Amsterdam. Her eyes sparkled with pride as she described the team’s excitement about unveiling their latest hotel, which embodies a refined, sophisticated aesthetic—far more elegant than the four properties already in their portfolio. I also had the opportunity to meet Kevin, the managing director of The Zetter. The hotel is a treasure trove of antiques and rare artefacts, each piece telling a story of its own. Kevin eagerly shared his insights into the design philosophy that shaped The Zetter’s newest property, emphasising its rich Georgian influences, blending historical charm with modern sensibilities. The combination of their passion and expertise truly brought the hotel to life in our conversation.

In true Zetter style, the hotel is anything but ordinary – but I already knew this would be the case, having stayed at their Clerkenwell Town House. Despite the stellar guest list and the elegant surroundings, I felt right at home – and that is exactly what the owners want you to feel.

It was an evening of wit, elegance and indulgence that felt less like a hotel launch and more like an invitation into one of the capital’s most exquisite private homes, and I am so excited that I was a part of it all.

The drinks were sparkling, and laughter filled the air as conversation flowed effortlessly among friends. After a delightful evening, I made my way back to my room, my mind still buzzing, but the alcohol helped me slip into a peaceful slumber. The following morning, I chose to wear the exquisite ball gown I had set aside the night before, its rich fabric shimmering softly in the light – it was an unusual choice for breakfast, but given the company, I thought, why not.

With a mix of excitement and anticipation, I descended the grand staircase, and to my surprise, I met Hamish himself and had a brief exchange. Immaculately dressed. What an utterly surreal and enchanting experience this was. I felt incredibly lucky to have shared that moment, creating a memory so extraordinary that I can already envision the day I recount it to my grandchildren.

I then enjoyed a breakfast with my hosts Martin and Gus, rounding off what was a very special experience before meeting designer Connor Ives in the hallway with his dog – which was an incredible opportunity.