Despite nervous times in travel and whispers of economic doom and gloom, London is awash with new hotels of all descriptions, and more are on the way. One of the loudest openings in recent months, however, was that of the Zetter.
Formerly a 19th-century warehouse, the Zetter Restaurant & Rooms is located in Clerkenwell, one of central London's coolest neighbourhoods. This is where brand consultants and architects gather in gastro-pubs, graphic designers set up offices in former schoolhouses and stockbrokers buy penthouses in converted warehouses a short journey away from their jobs in the East End.
What better place, then, to open a stylish hotel that caters to people who want to be in the thick of the action, but don't necessarily want the pomp and circumstance associated with traditional hotels?
The Zetter is also a great place for people who wish to eschew London's B & Bs and want simple, friendly service at (relatively) sensible prices, all in a tony part of town where locals -- not tourists -- congregate.
Rooms
The Zetter has 59 beautifully designed rooms, including seven rooftop studios with patios and city views, decorated with quirky fabrics and furniture. Accommodation is located over the five upper floors on balconies circling a central atrium topped by a glass room that opens for natural ventilation. All rooms have TVs and broadband access; wireless connections are available in public areas and meeting rooms.
Each bed is decorated with a bright hot-water bottle and a cute Zetter throw (please avoid putting these in your bag when you leave, as the hotel is running out). The bathrooms, meanwhile, are equipped with cascading "rain showers."
Instead of mini-bars in rooms, each floor has a nifty vending machine in the hallway that dispenses wine, gin and tonic, as well as soft drinks and juice. There are also complimentary coffee and tea machines.
Ambiance
Playing with the contrast of old and new, architects Chetwood Associates have created a fun yet comfortable hotel that is as relaxed and democratic as its prices. Modern furniture (each room features a different classic chair) covered in bold, graphic fabrics is an especially nice touch. Just remember: If you leave your sense of humour at home, you won't appreciate this space.
Food and drink
Guests can sit in the lobby on Arne Jacobsen chairs and sip a smooth Prosecco or spicy Bloody Mary alongside Londoners who drop in on the weekend or meet up with friends after work.
The Zetter restaurant has received mainly great reviews in the British press, and for good reason. Chef Megan Jones has created a light, modern Italian menu that is high on quality ingredients and, like the hotel, low on pretension. Make sure to try the delicious Zetter water, collected from the well underneath the hotel.
Breakfast is served in the restaurant and, again, it's a healthy affair with some amazing coffee on hand. Service is friendly and the staff is knowledgeable about the neighbourhood and the city in general.
Things to do
The Zetter may be off the tourist track, but it is located right between the city's West End and the East End. It is as easy, therefore, to travel west to London's great theatres and restaurants as it is to go eastwards to see St Paul's Cathedral and the Tower of London. The British Museum is about a 20-minute walk away. The nearest Tube stop is Farringdon, so nothing is very far. Even better, take advice from the concierge and travel by bus so you can see the city whiz by.
If sightseeing isn't your thing, wander around beautiful Clerkenwell and discover the little nooks and crannies that make London so special.
Otherwise, wander west and go used-book shopping in intellectual Bloomsbury or head to Old Street and Hoxton Square where there are plenty of independent art galleries to keep you busy. Both Clerkenwell and Hoxton are home to many hopping bars for those who prefer nighttime entertainment to wandering about in the day.
Information
The Zetter Restaurant & Rooms: 44 (20) 7324 4455; http://www.thezetter.com. Room rates run from $300 to $570 a night. All prices include tax.