A 334-bedroom hotel with event spaces, The Principal London will sit on the eastern edge of Russell Square in a historic building that dates back to 1898.
Taking over the space of the former Russel Hotel, the venue will encompass contemporary design from Tara Bernerd & Partners and Russell Sage Studio, as well as keeping some of its original features.
Private events will sit across nine different rooms, including a Grade II-listed ballroom, and will be able to cater for up to 450 guests. The hotel brand’s Smart Space initiative will also be in place here. It includes a live availability booking service, top technical support and up to 1GB fast wifi for events. Bookers can also add in breakout times in dedicated spaces serving Burr & Co. Coffee, and expect rewards like cinema tickets for enquiring.
Upstairs, the sleek guest rooms and suites are decked out with specially-commissioned artwork, monogrammed cushions and a complimentary tuck-box for midnight snacks.