The Principal London Shortlisted for 5 AHEAD Awards

An £85 million pound refurbishment involving over 1,000 architects, designers, builders and carpenters, the Principal London has recently reopened and can stand proud as one of London’s leading hotels with 5 AHEAD award shortlistings to add to its already impressive resume.

Located in Bloomsbury on London’s iconic Russell Square, the grade two listed building boasts 334 bedrooms, restaurants, grand ballroom and event suites, all designed to complement the building’s 19th-century, classic British style. The grand hotel was originally designed by Charles Fitzroy Doll, the same architect responsible for the first-class restaurant on the world famous ocean liner, the Titanic. Giving credit to Fitzroy Doll, The Principal has been kept in theme with the vessel, including subtle features such as “Lucky George”, a bronzed dragon and direct copy of one which was originally aboard the ship.

Working alongside EPR Architects, Elementa used our expertise in restoring heritage buildings, covering a full MEP detailed design service to bring The Principal up to modern working standards. With an unusually large design team, close communication has been key in order to achieve the client’s aspirations of restoring and improving such an iconic landmark for London’s hospitality industry.


“The Principal London is truly a celebration of our team work, expertise, communication and innovative leading design” comments Doug Kerr, Elementa’s Managing Director. “It has been fantastic to watch this challenging project develop from inception to completion, restoring such a grand building to its former glory. For the project to be shortlisted for 5 AHEAD awards is further recognition to the entire team’s dedication and effort”.

Recognising exceptional hospitality experience and design, the AHEAD awards are judged by an expert team of hoteliers, architects, interior designers and industry commentators. Each submission is assessed on the quality of their aesthetics, the experience they offer to guests, and their commercial viability. The AHEAD Europe awards take place on Monday 19th November at Westminster’s Park Plaza hotel.