The 334-room Principal London will be a transformation of the former Hotel Russell. It is a Grade II listed building on the eastern flank of Russell Square in Bloomsbury.
A Grade II listed ballroom and eight additional spaces cater for groups of up to 450 for meetings and events. Palm Court, an oasis in the city, will sit alongside The Principal London’s ballroom.
A personalised events service will offer a live availability booking service and an on-site team of experts to help overcome any tech issues a client may face.
The hotel is steeped in history, the Frederick Hotels Company having first opened its doors in 1898. It has a striking terracotta exterior - with four British Queens guarding the entrance, which will also house Neptune, a neighbourhood restaurant; Fitz’s cocktail bar, and Burr & Co- a coffeehouse by day and wine bar by night.
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