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Lazari Investments, in partnership with Whitbread PLC, has secured planning permission for a sustainable, smart, hub by Premier Inn hotel below The Brunswick Centre in Bloomsbury, Central London.
The initiative marks a significant advancement in hotel design and sustainability in creating a 207-bedroom hotel within a double-storey, subterranean car park beneath the Grade II listed residential and retail building.
Lighting technology which provides a natural spectrum of light following the human circadian rhythm, will be used to light all the hotel bedrooms, reception, and communal guest areas.
Access to the hotel will be through a dedicated ground-floor entrance, leading guests into the unique underground space.
Planning permission for the development was granted by Camden Council’s Planning Committee on 21 March 2024 and development of the new hotel is anticipated to start later in 2024.
The development involves lowering a floor of the existing double-storey basement car park space to create the necessary floor-to-ceiling heights for the hotel.
The lowered sections will remain in situ within the building resulting in substantial reductions in embodied carbon in constructing the new hotel.
Plant and photovoltaic (PV) panels to power the hotel will be located on the roof of the Brunswick Centre, with any additional electricity drawn from the grid expected to be generated from renewable sources.
Nicholas Lazari, co-founder of Lazari Investments, said: “By reimagining an under-utilised car park, we are not only creating a valuable hotel space but are maintaining the architectural integrity and functionality of The Brunswick Centre.
“The hotel marks another chapter in our commitment to the important heritage building, enhancing its contribution to London by boosting employment, stimulating local footfall, and encouraging additional spending in the local area.”
Jonathan Langdon, senior acquisition manager for Whitbread, added: “Whitbread has been transforming former retail and office buildings into successful Premier Inn and hub by Premier Inn hotels for close to twenty years. Working closely with Lazari Investments, we have applied this experience and new exciting lighting technology to create a new type of hotel in a superb Central London location.
“The subterranean hotel pushes the hub by Premier Inn brand forward once again and opens a world of opportunity for us in looking at the possibilities of converting unused, underutilised, and hidden spaces into successful budget hotels.”
