Walk into Bloomsbury today and you'll see a building that looks like a terracotta palace. It glows. Seriously, the Russell Hotel London UK—now technically known as the Kimpton Fitzroy London—is one of those rare spots where the architecture actually lives up to the hype on Instagram. You’ve probably seen the "the" Lucky George. He's a dragon. A small, bronze dragon perched on the second-floor staircase. Legend says he has a twin on the Titanic. That's not just a cute story for tourists; the hotel was designed by Charles Fitzroy Doll, the same guy who did the dining room for the Titanic. If you feel like you’re walking through a ship's galley, well, you kinda are.
The Identity Crisis: Is it the Russell Hotel or the Kimpton Fitzroy?
People get confused. They search for the Russell Hotel London UK and find a sleek, modern brand name instead. Here is the deal: the building opened in 1898 and spent over a century as the Hotel Russell. It was the centerpiece of Russell Square. In 2018, after a massive £85 million renovation, it reopened as the Kimpton Fitzroy.
Does that change the vibe? Yes and no.
The bones are the same. You still have that distinct "thé-au-lait" (tea with milk) colored terracotta on the exterior. It’s the only building of its kind in London. While the name on the door changed to attract a younger, design-conscious crowd, the soul of the place is still very much Victorian opulence. It’s a weird, beautiful mix of 19th-century grandeur and 21st-century "everything is a photo op."
Why This Corner of Bloomsbury Matters
Location is everything. Honestly, if you stay here, you’re basically a five-minute walk from the British Museum. You have the Piccadilly Line right at your doorstep via Russell Square station.
But it’s the literary history that gets people. This isn't just a hotel; it's the heart of the "Bloomsbury Set" territory. Think Virginia Woolf and E.M. Forster. They weren’t necessarily hanging out in the hotel lobby (they had their own houses nearby), but the hotel defined the neighborhood's prestige.
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What You See When You Walk In
The lobby isn't a lobby. It’s an experience. You’re greeted by Pyrenean marble. Lots of it.
- The Zodiac Floor: Look down. There’s a mosaic of the zodiac signs in the lobby.
- The Lighting: It’s moody. It’s not that bright, sterile hotel light you get at a Marriott. It’s warm.
- Fitz’s Bar: This is where the cool kids go now. It’s named after the architect. It has a giant disco ball and velvet everywhere. It’s loud, it’s dark, and the cocktails are expensive but worth it for the atmosphere.
The Titanic Connection: Fact vs. Fiction
You’ll hear it a thousand times: "The Titanic's dining room was a copy of this hotel."
Let’s be precise. Charles Fitzroy Doll designed the dining room at the Russell Hotel London UK first. When he was commissioned to work on the Olympic-class liners for White Star Line, he basically reused his homework. He liked the ornate, heavy woodwork and the sense of overwhelming scale.
If you go into the Neptune Restaurant (the main dining area), look at the pillars. Look at the ceiling. It is eerie how much it resembles those old black-and-white photos of the ill-fated ship. The dragon, Lucky George, is the most famous link. There were two cast. One went on the ship, one stayed at the hotel. We know what happened to the first one. The second one is still there, and people rub his nose for luck.
Living in the Rooms
Expectations vs. Reality time.
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The rooms in the old Russell Hotel London UK used to be... tired. They were classic, sure, but they felt like your grandmother's guest room. The 2018 renovation fixed that, but it created a new dynamic. The rooms are now very "London Small." Unless you’re booking a suite, don't expect a sprawling floor plan. You’re paying for the high ceilings, the custom-designed beds, and the fact that your bathroom likely has more marble than a Roman temple.
One thing people often overlook: the soundproofing. London is loud. Russell Square is a hub for buses and taxis. But because the walls of this building are essentially a fortress of brick and terracotta, it’s surprisingly quiet inside.
Staying in Bloomsbury
If you’re staying here, don't just eat in the hotel.
- Lamb’s Conduit Street: Walk ten minutes east. It’s one of the best shopping streets in London for independent boutiques.
- The British Museum: Go early. Like, 9:00 AM early. You can be at the Rosetta Stone before the crowds hit, then walk back to the hotel for coffee.
- Brunswick Centre: If you need a pharmacy or a quick snack, this brutalist shopping center is right around the corner. It’s a jarring architectural contrast to the hotel, which is pretty fascinating.
The Business of the Russell Hotel
From a business perspective, the transition from the Principal Hotel Company to IHG (under the Kimpton brand) was a masterclass in rebranding. They didn't tear down the history; they marketed it. They realized that people don't just want a room; they want a story.
The Russell Hotel London UK has always been a "destination" hotel. Even when it was a bit run down in the 90s, it had a gravity to it. Now, it’s a powerhouse. It hosts major fashion events and high-end weddings. If you see a fleet of black SUVs outside, someone famous is probably having tea in the Palm Court.
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Common Misconceptions
People think it’s haunted. Is it? There are no official "ghost tours," but any building this old with this much history is going to have rumors. Most of the "spooky" vibes come from the heavy Victorian decor and the fact that the hallways are long and dimly lit.
Another mistake: thinking it’s unaffordable. While it’s a 5-star hotel, they often have mid-week rates that are comparable to much bland-er hotels in Mayfair. If you want the Russell Hotel London UK experience without the $600 price tag, look for "Urban" rooms which are smaller but give you access to all the same grand public spaces.
What You Should Actually Do
If you’re planning a visit or just interested in London’s architectural history, don't just look at the facade.
First, grab a drink at Fitz’s. You don't have to be a guest. It’s the best way to soak in the atmosphere. Second, find Lucky George. He’s on the second-floor landing of the main staircase. Rub his nose. It’s a weird tradition, but everyone does it.
Third, take a walk around the exterior at night. The way they light the terracotta makes the building look like it’s glowing from the inside. It’s one of the most beautiful sights in central London.
Practical Tips for the Modern Traveler
- Book Direct: Sometimes the IHG site has "member rates" that beat the big travel search engines.
- The Afternoon Tea: It’s held in the Palm Court. It’s spectacular, but you need to book weeks in advance. It’s not a "walk-in" kind of situation.
- The Tube: Use the Russell Square station, but remember it’s a "lift-only" station. If the lifts are busy, it can be a wait. If you’re able-bodied and feeling brave, you can take the stairs, but it’s 175 steps. Don't say I didn't warn you.
The Russell Hotel London UK—or the Kimpton Fitzroy, if we’re being formal—remains a landmark because it refuses to be boring. In a world of glass-and-steel skyscrapers, this terracotta giant stands as a reminder that sometimes, more is more. Whether you’re there for the Titanic history, the Bloomsbury literary connection, or just a really good cocktail under a giant disco ball, it’s a place that stays with you long after you’ve checked out.
Actionable Steps for Your Visit
To get the most out of your experience with this landmark, follow these specific steps:
- Verify the History: Visit the British Library nearby; they often have exhibits on Bloomsbury's architectural development if you want to see the original floor plans of the Hotel Russell.
- Check the Event Calendar: Before booking, call the concierge to see if any large events are occupying the Palm Court, as this can change the "vibe" of the ground floor significantly.
- Photographing the Exterior: The best light for the terracotta is "Golden Hour"—roughly an hour before sunset. Stand on the north side of Russell Square for the best unobstructed view.
- Room Selection: If you are sensitive to noise, specifically ask for a courtyard-facing room. While the square is beautiful, the bus traffic can be a factor for light sleepers on the lower floors.