The Zetter Townhouse

The Zetter Hotel has been a Tablet favorite since it opened in 2004, not just for its crisp modern style but for the whole package: the desirable Clerkenwell location, the clever environmental measures, and the excellent Bistrot Bruno Loubet all figure prominently.

So when we found out that the Zetter crew were opening a second property, just across St Johns Square, we didn’t need much selling. This is The Zetter Townhouse, which applies a similarly thoughtful approach to a rather different concept — this one a Georgian townhouse hotel with a slightly more homey, bohemian quality to complement its smaller size and more intimate atmosphere. We cornered Mark Sainsbury for a moment during the opening rush — we’ll let him take it from there.


First off, how did the idea come about? When we spoke last, you pointed out that most everything involving London real estate hinges on suitable buildings being available — there’s no sense planning a venture without some idea of the practical situation. So was there a plan for an expansion, or just sort of a vague desire to expand, spurred on by something changing in this building’s circumstances?

Following the success of The Zetter, we were really keen to open another property, but despite searching for a suitable building for some time, none of those that we looked at were quite right. I suppose that my opinion has not really changed since we last spoke, as we did not have a very rigid idea of what we were looking for but we knew it had to feel right. When the beautiful Georgian townhouses behind The Zetter Hotel became available it was not something we had been thinking about but it was too good an opportunity to miss!

It seems clear that we can expect something perhaps a touch more luxurious and residential, but how would you sum up the differences between the hotel and the townhouse?

The look of the properties is quite different. The Zetter Hotel is modern retro, very bright and airy with a quintessentially English use of pattern and textile. The Zetter Townhouse however is like the private home of The Zetter’s eccentric ancestor, full of antiques and curios (but with a modern twist). We wanted them to be quite different so that there was somewhere else for the guests of both properties to explore, as they are quite literally a hop and a skip apart. I think that they will really complement each other — if you are dining at Bistrot Bruno Loubet, you can have an aperitif in The Zetter’s Atrium, and then the Townhouse offers the perfect venue for the nightcap after dinner. The Townhouse does feel more residential and has a more sumptuous feel to the interior but both places are friendly, relaxed and have a real sense of fun.

You brought in the designer Russell Sage, who had previously designed The Zetter’s restaurant. Would you care to give us the short version of how that partnership came to be, and what he brings to the table, as it were?

When we worked with him on Bistrot Bruno Loubet, it was a much smaller project, as it is an amazing room with floor-to-ceiling windows and so much light, but his additions were so clever — breaking up the space, creating privacy and giving it such a distinct identity. We had so enjoyed working with Russell and thought that he struck the right balance of listening to us, as the client, but also knowing when to put his foot down! We loved his interpretation of The Zetter 200 years ago, and his knowledge of antiques and auction houses meant that he brought a fantastic mix of stunning antique pieces mixed with amusing junk shop finds to the Townhouse. He has a great sense of when to splurge and when it is really not necessary, and he uses British designers and companies like Gainsborough which is great. I mostly admire his integrity and commitment to a project.

Tell us a bit about this Aunt Wilhelmina character.

The Zetter Townhouse is the private home of Wilhelmina. She is the eccentric great-aunt of The Zetter and the place is filled with the oddities and curios that she picked up or shipped home whilst on her (extensive) travels. Wilhelmina is a very convivial host who has always enjoyed a well-made drink! Her portrait hangs in the lounge of The Townhouse if you want to see her.

Can you give us a brief introduction to your collaborators behind the bar, and possibly let us in on something they’ve cooked up that you’re excited about?

69 Colebrooke Row is one of my favourite places to go for a drink in London. I had met owner Camille Hobby Limon and then she introduced me to her business partner Tony Conigliaro at the launch of Bistrot Bruno Loubet. (Coincidentally he had worked with Bruno about 15 years ago when he ran the bar at Isola). We loved their creativity and attention to detail, and this is evident at The Townhouse, as Tony has created the cocktail list having researched in detail the history of Clerkenwell and the ingredients of the period. He used old recipes for perfume, tinctures and remedies to create the most evocative list of house cocktails, and we even have our own bitters and pre-mixed cocktails in the minibars! My favourites are probably the Nettle Gimlet, which is made using our homemade nettle cordial, and the Somerset Sour, which uses a delicious Somerset brandy and Breton cider.

How has Clerkenwell and your clientele evolved over the Zetter’s life?

The wonderful thing about Clerkenwell is the diversity. I think that The Zetter Townhouse will appeal to a real mix of people, whether it’s the fashion crowd or the architects and designers. Certainly Clerkenwell has changed since we first opened The Zetter Hotel, but the most significant change is that it has become a real foodie area, with probably the largest number of London’s best restaurants in close proximity. That has made it a lot buzzier at the weekend ,but its still a very relaxed neighbourhood.

Do you have a favorite room or space or corner or decorative touch in the Townhouse?

My favourite room is The Games Room because of the table tennis table. I’m very competitive when it comes to table tennis. My favourite bedroom is probably the vintage Union Jack Club room, and I love the reconditioned vintage radios in the Deluxe rooms.

In the neighborhood around St. Johns Square, what should Tablet users be sure not to miss?

The bar at St John’s is great, especially the Welsh rarebit and the bone marrow! I also love Exmouth Market, particularly Family Tree, which is a quirky little shop worth exploring, and I’d recommend the walk from The Zetter Hotel & Townhouse down to Tate Modern, which takes in Smithfield Market, St Paul’s Cathedral and the Millennium Bridge. Oh and the Sir John Soane’s Museum is excellent!

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