InterContinental Hotels Group (IHG) has introduced its boutique brand Kimpton to the UK market with the opening of The Kimpton Fitzroy in Russell Square in London.

Formerly the Hotel Russell, the 334-guestroom landmark – a fixture of London’s Bloomsbury neighbourhood since the 1900s – has undergone a six-month redevelopment and now features an expanded Renaissance-revival terracotta exterior and mosaic floor tiling.

Other amenities in the Edwardian-era building include a ballroom, interior courtyard, multiple restaurants and bars – including the Jazz Age-reminiscent speakeasy Fitz’s – meeting rooms, and a 24-hour fitness centre.

Commenting on the opening, Paul Walters, general manager of Kimpton Fitzroy London said: "A defining trait for the Kimpton brand is the focus on heartfelt human connections.

"We want guests to enjoy the glamour of a historic iconic building but still feel free to be themselves. It’s an approach we’re excited to bring to London, as we know it’s what guests in this city are craving."

Kimpton, which first launched in Europe in 2017 with the opening of Kimpton De Witt in Amsterdam is set to roll out additional venues in Edinburgh, Manchester, and Glasgow in 2019.

It is part of IHG's plans to expand its luxury estate in the UK after securing a deal to rebrand and operate 13 upscale hotels – which included the Hotel Russell.

IHG will operate the properties on behalf of French real estate group Foncière des Régions (FdR), which acquired the hotels from an affiliate of Starwood Capital Group for a reported US$1.1bn (£830m) earlier this year.