London has so many hotels now that new additions without a strong point of view are barely likely to register on the capital’s hospitality scene, disappearing into a fog of ‘meh’ shortly after opening. Fortunately for The Newman — the latest boutique property to open here, on Newman Street, just weeks ago — its USP is a good one: celebrating the particular character and vibrancy of Fitzrovia, the central London district that was once the hub of the city’s Bohemian arts and literary scene during the early decades of the 20th century.
A few minutes’ walk from Tottenham Court Road and Soho, it’s slightly off the tourist trail but well positioned near the British Museum and within a short stroll of both Marylebone and Covent Garden, and everywhere in between.
Tasked with modernising the neighborhood’s historic identity was interior design firm Lind & Almond, which has completed similar contextual projects in Madrid and Copenhagen. From the hotel’s underground Gambit Bar to its top suite, the designers injected Art Deco glamour at every level. I checked in and found myself caught up in a property that’s not afraid to have fun.
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Stay
By London standards The Newman is small, with 81 rooms. References to Fitzrovian figures and buildings are peppered throughout — from bespoke bedheads inspired by 1920s activist and writer Nancy Cunard’s ever-present bangles, to the illustrated trinket trays in the bedrooms, and the marble sinks that take their curves from the windows of nearby Art Deco landmark, Shropshire House, the details are subtle yet elevated. Lind & Almond deployed a gentle honey-toned color palette across all rooms and suites – which works surprisingly well in the rooms’ brown-tiled showers.
Many hotels look beautiful only to fall short on utlity. The Newman, though, scores highly: in-room tech (including the television, coffee machine, and temperature controls) is easy to manage; lights all turn off with a single button; the sheets are silky; and the windows and walls are powerfully soundproof. In short, you are going to sleep well here – just as I did.
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The Newman’s top offering, The Penthouse, covers nearly 1,200 sq ft, and that’s not counting the 1,400-sq-ft roof terrace, with dining space for eight, a private sauna, cold plunge and views out to the spaceship-like BT Tower to the north.
Back inside, you’ll find a dining room, lounge area, and separate dressing room. The space embodies the hotel’s contemporary Art Deco look, with geometrical lines, gently curved walls, and burl paneling. Two-way airport transfers, unpacking services, in-room check in, and a welcome bottle of English sparkling wine come as standard.
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Dine
The Newman’s signature restaurant is Brasserie Angelica, open all day. On a Sunday night a week after opening, Angelica was quiet (there was just one other table occupied), but cheery staff and excellent cocktails kept the energy up. This might have been an early wobble: when I visited again the following Wednesday, many more tables were full.
Somewhat unconventionally for a brasserie, Angelica leans toward the Nordics for its menu, with dishes such as pickled herring with curry sauce, gravadlax, and mushroom dumplings. It’s a nice change from London’s French- or American-leaning hotel restaurants. It’s not all Scandi-inspired though – my main of chicken pie, completed with a glistening pastry top, was seemingly lifted from a classic British cookbook.
Coffee is available to go and for quick lunches there’s a trolley of smorgasbord (Swedish open sandwiches). The aim is to branch out beyond hotel guests and entice local residents and office workers, general manager Oliver Milne-Watson told me (Netflix’s office is on the next street, and Estee Lauder’s HQ is nearby, too).
Drink
If Angelica still needs some time to warm up, by comparison, the hotel’s subterranean Gambit Bar is already in its stride. During the week there’s live Jazz-esque music, and at weekends, there’s a rotating DJ set; it’s the kind of place you can head to for a post-work martini or a Saturday night of dancing. A separate entrance confirms Gambit Bar’s position as a destination in its own right.
The signature cocktail menu features unexpected additions (my choice of the ‘Let’s Play,’ which mixes gin with lemon, Earl Grey tea, and coconut milk was closer to a punch than anything else), and treats non-alcoholic options with as much respect as their alcohol-forward counterparts.
The Newman’s Art Deco character is at its most maximalist at Gambit Bar, with a long copper-topped bar, a sunburst-style ceiling, and artsy curved lines. Design nods honoring past local residents are visible – look to the floor and you’ll find a series of in-laid symbols, all referencing Aleister Crowley, a notorious occultist and Fitzrovia regular.
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Relax
For a smaller hotel, The Newman punches high when it comes to wellness. The underground spa and fitness space takes up a whole floor and includes a decent-sized gym with top TechnoGym kit, plus a studio offering yoga, Pilates, and sound baths.
The main spa is sleek, with a thoughtfully curated range of wellness spaces to explore. The ‘Experience Shower’ however, was underwhelming – seemingly a normal shower with different light settings – but the oversized wooden sauna, the steam room, and the unconventional ice lounge make up for it. The hydrotherapy pool is suitable only for a relaxing dip – don’t arrive expecting room for lengths. For now, the space is primarily reserved for hotel guests and local residents, so it’s unlikely to be crowded.
