The Principal London is a Grade II* listed landmark building that occupies the eastern flank of Russell Square in Bloomsbury. The opening of the 334-room hotel this spring has restored the original grand dame to her original glory while administering a shot of adrenaline to the heart of London’s most literary neighbourhood.

Under the instructions of the prestigious English designer Tara Bernerd, Alarwool was honored  to be the selected manufacturer for the production of all the guestroom carpets and rugs which are Axminster quality for the Single rooms, Wilton cut and loop in two colorways for the regular King and Queen bedrooms and Hand Tufted in wool with viscose for the suites.