£400m investment to create three new Bloomsbury hotels

The Bloomsbury London Partnership, a consortium of key stakeholders and landowners from across Bloomsbury, will invest over £400m over the next five years to attract new occupiers, businesses and visitors to the area creating a “key destination” in the UK’s capital.

The partnership comprises The Bedford Estates, Imperial London Hotels, Kimpton Fitzroy London, Lazari Investments and Central District Alliance. 

The investment will see the comprehensive refurbishment of the Imperial Hotel, the creation of three new hotels in the area, and bring to life a host of new places to “live, learn, work and stay” in the coming years. 

In addition, the partnership will drive a series of placemaking activities through the new Bloomsbury London brand, website, and targeted marketing campaigns. The partnership believes that Bloomsbury “punches below its weight” compared to other neighbourhoods in central London and the physical and on-line initiative will help the area achieve its full potential.

The Bloomsbury London website is the first stage of the partnership’s campaign to elevate Bloomsbury and features hotels, shopping, culture, eateries and events in the area, including a “plan your visit” function for businesses, residents, Londoners, and tourists.

Simon Elmer, steward of the Bedford Estate and spokesperson for the Bloomsbury London Partnership, said: “Bloomsbury is the intellectual and literary hub of London – home to its namesake publishers, the British Museum and globally recognised universities – every visitor can be inspired. 

“However, we have a concern that many visitors are simply passing through our neighbourhood every year, rather than experiencing the depth of the area and everything that it has to offer. It’s time to interrupt those journeys and show people the abundance of truly inspirational experiences on offer daily – and that there’s even more to come.”