The Zetter Townhouse, Marylebone

A new boutique hotel and cocktail bar in London full of comfortable eccentricity

Sometimes, the only thing better than an engaging story of drama and intrigue is a good night’s sleep. With that in mind, the team behind London’s new The Zetter Townhouse, Marylebone blended both and imagined their 24-room boutique around the stories of a (fictional) lovable rogue. Wicked Uncle Seymour—a well-traveled gentleman of society—has his design sensibilities peppered through the lobby and all of the rooms in this charming new location. There’s a warmth to the entire space, as if walking into one’s own highly ornate home of antiques and oddities. And with such a central location, all of London lies just outside the doors.

A refined yet unassuming façade along Seymour Street in Marylebone gives way to the wonders within The Zetter. The space was actually brought to the boutique hotel group by the Portman Estate—property managers aiming to preserve period homes. It’s a quick walk to Oxford Street and Edgware Road, and yet tranquility defines the neighborhood. Independent shops and farm-to-table restaurants lay just around the corner. A partnership with digital concierge app Porter & Sail maximizes the surrounding area by way of insider recommendations. And yet, what lies with the walls means just as much, beginning with interior design (aimed at bringing Uncle Seymour’s tastes to life) by the acclaimed Russell Sage—who did the other two Zetter hotels, as well.

The hotel’s 21 bedrooms—which range from compact to spacious—are complemented by two studio suites and one exquisite rooftop apartment, complete with an outdoor terrace and an al fresco bath. All of the rooms, however, vary slightly in design—sporting antique items that make the space feel like it’s been there for years (rather than a few weeks). Even in the larger rooms, coziness is central to the atmosphere of the hotel.

Perhaps the most alluring part of hotel, Seymour’s Parlour is a lobby by day and a cocktail lounge by night. It does, in fact, feel like a Georgian drawing room as the hotel claims. The spot opens early for breakfast and stays open very late, with the nighttime menus designed by Bruno Loubet and acclaimed drinks master (and founder of The Cocktail Lab) Tony Conigliaro. Each of the mixed concoctions comes with a story pertaining to Uncle Seymour. And while the bar gets rather busy at night, reservations are available to secure a spot. By day, however, it’s quiet and more than a perfect location to enjoy a cup of tea by the fireplace.

Book a room at The Zetter Townhouse, Marylebone online, with rates beginning at £198 a night.

Images by David Graver