The Kimpton Fitzroy London has completed a major redesign of its ground floor, aiming to transform the Bloomsbury landmark into an all‑day “third space” for guests, locals and remote workers alike.
General manager Garreth Walsh said the overhaul is intended to make the hotel “more relevant to how people use urban hotels today” .
The refurbishment spans the lobby, reception, Fitz’s Brasserie, the Parlour, the Snug and the seasonal terrace, repositioning the hotel as a drop‑in destination rather than a guest‑only space . The hotel describes the new layout as “an all‑day destination where anyone can stop by” for work, meetings or social time .
A refreshed food and beverage offer underpins the redesign, with martinis, bottomless fries, seasonal small plates, cream teas, coffee, wine and cocktails now available throughout the entire ground floor .
Walsh said the goal was to create “connected spaces that feel more open, flexible and human,” allowing visitors to move naturally between work, relaxation and socialising while still celebrating the building’s heritage .
Fitz’s Brasserie has also been reimagined, incorporating nods to the first‑class dining room aboard the RMS Titanic—designed by the hotel’s architect Charles Fitzroy Doll and said to be an exact replica of the original interiors. The refreshed restaurant blends this historic grandeur with a contemporary feel .
The redesign marks a strategic push to position the Bloomsbury property as a flexible, lived‑in social hub—reflecting a wider trend across London hotels to attract neighbourhood footfall and remote workers alongside traditional guests.
