Hotel operator named for London Road Fire Station – and promise to preserve the existing beauty

The Zetter Group have been confirmed as the chosen anchor hotel operator for Allied London’s London Road Fire Station development. It will be the group’s first operation outside London and their fourth hotel.

The company’s London properties are known for their eco-credentials and have been named in Conde Nast Traveller’s infamous ‘Hot List: The World’s Best New Hotels’.

“London Road is an iconic building and a real gift for us as hoteliers,” said Zetter Group director Michael Benyan. “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.”

The Zetter Group is the brainchild of fellow restaurateurs Michael Benyan and Mark Sainsbury who first joined forces 16 years ago to open the multi-award winning restaurant Moro in Clerkenwell. Mark is the founder of the Sustainable Restaurant Association.

The 59 bedroom Zetter Hotel was the group’s first venue and opened in 2004, to wide acclaim. The group’s other venues include the award winning Grain Store restaurant in King’s Cross, the 13 bedroom Georgian townhouse, The Zetter Townhouse, Clerkenwell, and most recently, The Zetter Townhouse, Marylebone, the 24 bedroom hotel named ‘City Hotel of the Year 2015’ by The Sunday Times. The Townhouses are also known for their award-winning cocktail bars where the Group collaborate with celebrated drinks creator Tony Conigliaro.

Allied London’s chief executive Michael Ingall said:  “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 who is at the top of his game for interior design around the world. The building is in safe hands. I have no doubt that the Zetter Hotel will become a must-stay destination for Manchester’s many visitors. 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 will submit a planning application in the autumn.