Russell Square holds a special and nostalgic place in my heart. I spent 3 years at Holborn and Fitzrovia whilst I studied at LSE and Brunswick was a key part of the evenings we spent hanging out with friends who lived near there. It is great to see that hotels have considered Holborn and Russell Square as a destination. A few years ago The Rosewood was a key opening in London followed by The Hoxton and now The Principal. However, I wasn’t lucky enough to experience these openings back then as I graduated in 2011 but now I have an excuse to visit these areas from a very different perspective.

The Principal is related to the SH Group who also own The Baccarat Hotel and 1 Hotels brand both of which I have visited in New York and it was extremely exciting for me to visit the London hotel and stay here during the opening week. (You all know how crazy I am about New York and I feel a bit of it has landed here)

The Principal London to me is full of hidden gems and character. You have the high ceiling lobby with the stunning chandeliers paired with the hip and cool Fitz’s bar which is very bohemian. At the same time the rooms are extremely lush and holds no prisoners when it comes to offering the best in technology and amenities. I was lucky enough to stay in a suite and it was absolutely stunning. I loved all the small detail such as the quintessential British phone, The London red bus branded mugs, the drapes around the bed and the marble bathrooms all in the heart of a hip, young and yet intellectual neighborhood of Bloomsbury.

The Principal is the perfect destination for those looking for excellent coffee (Burr and Co.), a fun atmosphere for evening drinks and the perfect stay for those looking for a fun hotel close to major London attractions including The British Museum, Somerset House, the coolest restaurant street in my opinion – Charlotte Street and much more. It is truly the perfect summer destination. You can walk almost anywhere!

I do hope everyone will get to visit!