Kimpton Fitzroy London has unveiled a redesign of its ground floor, transforming its lobby and public areas into a more flexible destination for guests and local visitors, reflecting a wider shift in hospitality design.

The Bloomsbury hotel has refurbished its Lobby and Reception, Fitz’s Brasserie, The Parlour, The Snug and Summer Terrace as part of the renovation.

The redesign draws on the hotel’s 19th-Century heritage and architecture, with bespoke furniture, antiques and layered materials introduced across the ground floor.

The Lobby has been repositioned as a destination in its own right, with new seating surrounding the grand staircase alongside its original tiled zodiac floor. The spaces are designed to accommodate a range of uses, from informal working and socialising to relaxation.

The hotel said the refurbishment reflects a wider shift in hospitality towards properties becoming “third spaces” for both guests and local residents.

The project was led by interior designer Emily Gunning, who drew on Art Deco and Mid-Century influences alongside the building’s existing architecture. Fitz’s Brasserie has also been redesigned with the building’s connection to the Titanic in mind. Hotel architect Charles Fitzroy Doll was commissioned to design the dining room, with the ship’s dining room reportedly replicating the one at the hotel.

Alongside the renovation, the hotel has also introduced a new full-day food and beverage service across the ground floor, extending beyond Fitz’s Brasserie into the Parlour and Lobby. The new offer includes seasonal small plates, cream tea, coffee, wine and cocktails, allowing guests to eat and drink across the ground floor all day.

Garreth Walsh, general manager of Kimpton Fitzroy London, said: “This redesign is about creating a series of connected spaces that feel more open, more flexible and more human; somewhere guests and locals can naturally move between moments of work, relaxation and socialising. It’s about making the hotel feel more lived-in, more welcoming, and more relevant to how people use urban hotels today, while still celebrating the building’s incredible heritage.”

Interior designer Emily Gunning added: “The overall vision was to create a feeling of relaxed luxury throughout the ground floor. The building itself was the starting point. With a hotel like Kimpton Fitzroy London, it was important to let the history and architecture guide the design, so the scheme feels as though it belongs rather than competes with it.

“Bloomsbury’s creative history was also a key reference, particularly the spirit of the Bloomsbury Group; layered, eclectic and lived-in.”