Inside London's hottest new hotel: The Zetter Townhouse in Marylebone

The Zetter Townhouse in London's cool Clerkenwell and nearby boutique Zetter Hotel already has a following of celebrity fans including the likes of Benedict Cumberbatch, Daisy Lowe, Nick Grimshaw and Tinie Tempah, who have all been sighted at the Clerkenwell outposts.

Now the Zetter empire – once credited with reinventing the boutique hotel concept, as well as being behind Exmouth Market's esteemed Middle Eastern restaurant Moro – have opened the highly-anticipated Zetter Townhouse on Seymour Street in chic Portman Village, Marylebone.

The converted Georgian townhouse boasts just 21 bedrooms, two studio suites and a chic rooftop apartment complete with a roll top bath and its own private terrace.

Luxurious bedrooms are awash with artefacts from fictional character Wicked Uncle Seymour (nephew of Great Aunt Wilhemina, who "resides" in the original Clerkenwell Townhouse) and are all unique and specially crafted.

Individual, quirky details range from cocktail trays with pre-mixed bottles to stripy horse-racing blankets used as throws on beds. The rooftop apartment even has a fully functioning vintage record player.

A hip, drawing room-style cocktail lounge, Seymour's Parlour, has master mixologist Tony Conigliaro helping to devise cocktails, while the food offering from Bruno Loubet – who oversees the menus at all of the group's hotels – includes light bites like scotch eggs with curry mayonnaise, potted smoked mackerel with elderflower jelly in Kilner jars, sharing platters, and supper bowls such as corn and mushroom risotto.

For those after a city break with a green edge, Zetter has won awards for design, innovation and its eco-friendly ethos and claims its new cozy townhouse is one of the most eco-friendly hotels in the city. Each bedroom at the new hotel has an occupancy detection system so that when guests aren’t there, minimal energy is used.

Bedrooms start from £258; the rooftop apartment from £725.