Principal London

Principal London

Principal London

18 months and £85 million later, the Principal London has opened, and it has not disappointed. Continuing with their efforts to bring their properties in to the modern world Principal have out done themselves with this new flag ship property in Central London. Formerly known as the Hotel Russell, the historic building was designed by Charles Fitzroy Doll in 1898 and overlooks Russell Square.

Since their acquisition and transition into the Principal Hotel Company, the properties have continued to impress, designed for the modern consumer, whether you are looking for accommodation, conferencing & events or for your wedding, these properties can tailor for everything and do it very well

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 traveller.

The Principal London now features 334 bedrooms and suites, including the two-bedroom Principal suite. Lead designers Tara Bernerd & Partners worked with the in-house team to design the interiors of the rooms, from first glance we can’t help but think they are perfectly designed for those keen Instagram fanatics!

With eight additional meetings and events spaces on the lower-ground floor will open throughout May and June and the Charles Fitzroy Doll’s original ballroom refurbished and capable of accommodating 450 people, it will once again become a serious player in the London conference & events sector for those looking for flexible, sizeable and stylish meeting spaces.

Furthermore the meeting spaces are equipped with audio-visual and IT in line with Principal’s Smart Space concept, as well as up to 1GB super-fast wifi, interactive displays and an on-site team of experts for support.


Food and drink options at the brand’s flagship hotel include:

Fitz’s cocktail bar

All-day dining at Neptune

Burr & Co coffeehouse and bar

Aside from providing state of the art conferencing facilitates and great accommodation The Principal Hotel also represents a fantastic option for those just looking for a drink or fine dining.

With such a versatile offering we are looking forward to what the next few years have in stock for this recently refurbished hotel and can’t wait to get out clients in there!