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JG Black Book of Travel
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Phone: +1 (212) 967-5895
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PRINCIPAL Announces Opening of The Principal London

The latest addition to PRINCIPAL – a collection of exceptionally located hotels based in landmark buildings – will open in London on April 16th. The unveiling of the 334-room Principal London will restore a glamorous, grande dame to its original glory and administering a shot of adrenaline to the heart of London’s most literary neighborhood.

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 The 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 traveler.

The opening of The Principal London will create a hub not only for its guests, but also for Londoners who have a passion for great food, fabulous cocktails and memorable nights in the city. It will offer a variety of spaces for drinking, dining and partying that will – much like PRINCIPAL hotels themselves – be distinct from each other and unique in their offering:

A sumptuously hedonistic cocktail bar that conjures the spirit of Jay Gatsby and the wit of Dorothy Parker.

Burr & Co.
Coffeehouse by day and wine bar by night, Burr & Co. will offer an independent, lively alternative to nearby cafes.

A neighbourhood restaurant created in partnership with three-time Bib Gourmand winner Brett Redman, and stylist-turned restaurateur Margaret Crow, will fuse the informal flair of their Borough Market institution Elliot’s and Richmond gastropub to create a ‘Bloomsbury Salon’ for the 21st century.

Palm Court
At heart of the hotel will be the magnificently restored Palm Court; a true oasis in the city, which will sit alongside the The Principal London’s grand, listed ballroom.

All 334 guest rooms and suites have been designed by Tara Bernerd & Partners to provide a sense of modern indulgence and comfort. Carefully chosen artwork and accessories nod to Bloomsbury’s literary and artistic heritage, whilst creating a distinctly contemporary point of reference. Guests will also find familiar in-room touches from PRINCIPAL, including the red bedside telephone and the
complimentary tuck-box of treats.

Book now and you can be one of the first to experience the new hotel at special opening rates from £225*! Take advantage of this exceptional value whilst The Principal London layers in the final ‘pieces of the jigsaw’ — and rest assured that you are guaranteed to enjoy a beautiful bedroom, warm service, and somewhere to eat and drink from breakfast through to the small hours of the morning.