Zetter is a fun, laid-back, modern hotel with some interesting design notes. There’s a refreshing lack of attitude and a forward-looking approach, with friendly staff and firm eco-credentials (such as free Brompton bikes for guests’ use). The rooms, stacked up on five galleried storeys around an impressive atrium, look into an intimate and recently refreshed bar area.
They are smoothly functional, but cosied up with choice home comforts such as hot-water bottles and old Penguin paperbacks, as well as having walk-in showers with REN smellies. The downstairs restaurant Bistrot Bruno Loubet has, for now, become a more experimental version of Loubet’s excellent King’s Cross restaurant Grain Store, while the fabulous Zetter Townhouse, in a historic building just across the square, has a fantastic cocktail bar and far cuddlier rooms with a hip vintage feel.