The Principal London

Client Starwood Capital Group/Principal Hotels
Location London
Completed Spring 2018

Starwood Capital Group commissioned Tara Bernerd & Partners as lead creative for the interior architecture and design of The Principal London (formerly Hotel Russell). Set in the heart of London’s Bloomsbury, the hotel’s impressive Renaissance-revival terracotta facade presides over Russell Square and is a stone’s throw from the British Museum.

Bernerd and her team have been appointed to re-imagine and refurbish the interior layouts and design for the entire hotel including the lobbies, Palm Court and 370 bedrooms and suites. Describing herself as a ‘custodian’, Bernerd and her team have employed elegant space planning and sensitive design to restore this iconic landmark to its former glory.