The Bloomsbury London Partnership, a consortium of key stakeholders and landowners, has announced a £400 million investment aimed at transforming Bloomsbury into a major destination in the capital. Over the next five years, this collective effort will attract new occupiers, businesses, and visitors to the area.

The partnership includes The Bedford Estates, Imperial London Hotels, Kimpton Fitzroy London, Lazari Investments, and Central District Alliance. The investment will focus on the refurbishment of the Imperial Hotel, the creation of three new hotels, and the development of new places to live, work, and stay. Additionally, the partnership plans to launch a series of placemaking activities under the new Bloomsbury London brand, including a website and targeted marketing campaigns.

Simon Elmer, Steward of the Bedford Estate and spokesperson for the Bloomsbury London Partnership, emphasised the area’s potential: “Bloomsbury is the intellectual and literary hub of London – home to its namesake publishers, the British Museum and globally recognised universities. Every visitor can be inspired. However, we have a concern that many visitors are simply passing through our neighbourhood every year, rather than experiencing the depth of the area and everything that it has to offer. It’s time to interrupt those journeys and show people the abundance of truly inspirational experiences on offer daily – and that there’s even more to come.”

The Bloomsbury London website marks the first step in the campaign, offering support for local businesses and featuring information on hotels, shopping, culture, eateries, and events. A ‘plan your visit’ function aims to attract businesses, residents, Londoners, and tourists alike. This initiative is set to draw attention at various investment conferences, highlighting Bloomsbury’s transformation.

Despite its central location and iconic attractions such as the British Museum and Russell Square Gardens, Bloomsbury is often overlooked. The area boasts over 40 hotels, 14 museums, seven public garden squares, and numerous festivals and events celebrating its rich cultural heritage. Its excellent connectivity, with proximity to Kings Cross, Euston, Tottenham Court Road, Warren Street, and Holborn, further enhances its appeal.

The partnership believes that Bloomsbury has been underappreciated compared to other central London neighbourhoods. The comprehensive physical and online initiatives aim to help the area realise its full potential, making it a vibrant and attractive destination. The investment and revitalisation efforts are anticipated to be key topics at upcoming property networking events, where industry professionals can gain insights and explore the project’s progress. Additionally, these initiatives are expected to be featured prominently at real estate networking events, offering a prime opportunity for engagement and collaboration within the industry.