Zetter signs up as London Road hotel

The Zetter Group has been announced as the anchor hotel operator in Allied London’s redevelopment of London Road Fire Station, its first hotel outside London.

The amount of space that Zetter will occupy within London Road is yet to be confirmed, but the size of Zetter’s other buildings vary from 69 to 13 bedrooms.

Zetter Group’s London properties are known for their eco-credentials, quirky details and a unique guest experience.

The Zetter Group will work with interior designer Russell Sage Studios on the London Road hotel. Russell Sage has designed interiors for three other hotels for Zetter, as well as The Goring Hotel’s Royal Suite, a number of Jason Atherton’s and Gordon Ramsay’s restaurants.

Michael Benyan, The Zetter Group’s director, said: “We have finally found the perfect opportunity to open a Zetter property in Manchester. London Road is an iconic building and a real gift for us as hoteliers. We want to preserve the existing beauty and magic of the building and use it to help create a unique experience for our guests. Allied London should also be applauded for their vision and ambition for the regeneration of the area, it’s an exciting project to be a part of.”

Michael Ingall, Allied London’s chief executive, said: “We were delighted with the level of interest shown in London Road and humbled by the brands who took the time to travel to view the building and submit proposals. Ultimately, however, we were taken by the hands on approach of the Zetter owners, which we felt was vital in establishing London Road as the new benchmark for hospitality in Manchester.

“We are following the considered approach we have taken with our other projects, including Spinningfields, by working with owner-operators who have a religious approach to service, quality and brand. Zetter come in the top bracket of this group of people. I also look forward to working with interior designer, Russell Sage, someone I have admired for several years and is at the top of his game for interior design around the world. The building is in safe hands.

“Our task is now to craft and curate the rest of the development and we will be inviting certain hospitality operators to make proposals for the remaining spaces.”

Allied London’s plan for London Road is to create a “place of experience, with an international collective of world class operators, interesting brands and innovative hospitality”. Over five floors, London Road will include a variety of aspects including the Zetter Group’s hotel, a cocktail bar, spa and co-working space.

Allied London will submit a planning application in autumn 2016.