Gemma Bell and Company has been appointed as the lead travel and lifestyle PR agency for PRINCIPAL, a collection of landmark hotels, and for The Principal London, which will open on 16 April 2018. The launch of The Principal London follows an £85 million restoration and refurbishment of Charles Fitzroy Doll’s original hotel, built in 1898 on Russell Square in Bloomsbury.

The new hotel will have 334 rooms and suites; a restaurant, Neptune; Fitz’s cocktail bar; Burr & Co. coffeehouse; and the Palm Court with a winter garden and outdoor terrace. The design and restoration project has been overseen by the in-house Principal design team, working with Tara Bernerd and Partners.