Lazari Investments and Whitbread have secured planning permission for a subterranean hub by Premier Inn hotel below The Brunswick Centre in Bloomsbury, Central London.
The 207-bedroom hotel will be situated in the underutilised, double-storey car park beneath the Grade II listed residential and retail building.
The development will be the first of its kind for Whitbread’s hub by Premier Inn brand and build’s on the group’s extensive research and testing of circadian lighting in its existing hotel estate.
Nicholas Lazari, co-founder of Lazari Investments, said: “By reimagining an underutilised car park, we are not only creating a valuable hotel space but are maintaining the architectural integrity and functionality of The Brunswick Centre. The hotel marks another chapter in our commitment to the important heritage building, enhancing its contribution to London by boosting employment, stimulating local footfall, and encouraging additional spending in the local area.”
Jonathan Langdon, senior acquisition manager for Whitbread, added: “Whitbread has been transforming former retail and office buildings into successful Premier Inn and hub by Premier Inn hotels for close to 20 years. Working closely with Lazari Investments, we have applied this experience and new exciting lighting technology to create a new type of hotel in a superb Central London location. The subterranean hotel pushes the hub by Premier Inn brand forward once again and opens a world of opportunity for us in looking at the possibilities of converting unused, underutilised, and hidden spaces into successful budget hotels.”
Lazari Investments has owned the Brunswick Centre since 2014 and Whitbread will occupy the subterranean hotel on a lease agreement for a minimum of 25 years.
