The Zetter Collection, the London group behind some of the capital's most characterful boutique stays, is going international for the first time. Its next project, The Zetter 717 Amsterdam, is due to open in early 2027 on Prinsengracht, one of the most photographed streets in the city's UNESCO-listed Canal District.
The building itself is a big part of the story. The canal house dates to 1810 and was built in the Empire style, but its rear structure is older still — a 17th-century relic of the Dutch Golden Age. It's an address with genuine local affection, and the group says the plan is to work with that history rather than sand it down.
Design duties go to James Thurstan Waterworth of studio Thurstan, who previously handled The Zetter Bloomsbury. His look here leans on aged brass, reclaimed timber, antique mirrors and layered textiles, so the interiors should feel more like a well-travelled relative's house than a hotel fit-out.
It's a small property — just 24 bedrooms — but two shared spaces give it some personality. The Garden Room is a botanical, conservatory-style spot for breakfast looking over a private garden, while The Library is the evening option: book-lined walls, reclaimed oak, and warm rust and terracotta tones for drinks and small plates.
Running the show on the ground will be General Manager Yara Al Hattouni, a local whose knowledge of the city is expected to shape the guest experience. Managing Director Kevin Rockey has framed the opening as a natural next step for the collection, with an emphasis on becoming part of the neighbourhood rather than just trading on its postcode.
Why should this be on your radar? If you love the intimate, design-led end of the market — places where you can chat to the person who runs it and the bar feels like a room in someone's home — The Zetter's brand fits that brief well. And the location is hard to argue with: Prinsengracht puts you steps from the Jordaan's cafes and galleries, the Anne Frank House and the canal-side walk that defines Amsterdam for most visitors. Small hotels in this part of the city are rare and tend to book out, so a 24-room opening on this street is worth pencilling in for 2027.
