Sitting on its namesake Newman Street, The Newman is the first hotel from new international hospitality management company Kinsfolk & Co.

The 81 bedroom hotel will fit into the creative village of Fitzrovia, a district in central London, where the culture of Bloomsbury meets the style of Soho.

The hotel is scheduled to open in the summer.

The Newman appointed London-based Pernille Lind and Richy Almond of Lind + Almond, a studio known for their obsession with detail which involves a depth of understanding of both the smallest detail and the greater spatial experience, with past projects including Hotel Sanders in Copenhagen and the Bob & Cloche spa at Gleneagles in Scotland.

Together, Pernille, an interior designer, and Richy, an architect, collaborate on compelling, concept-driven hospitality projects.

Lind + Almond has sought inspiration from Fitzrovia’s architectural style, which is an intriguing tapestry of Victorian nuances and Art Deco touches as well as the intellectually curious characters that called it home in its golden years of the 1920s to the 1950s.

Among them was Nancy Cunard, Fitzrovia’s “bohemian queen”, whose iconic bangles and polka dots subtly weave their way into the hotel’s design narrative with prints and sketches of her adorning the walls, alongside photography of interesting characters from the local community.

To Lind + Almond it was imperative that the design of the hotel complemented the style and spirit of the neighbourhood and community, blending seamlessly into the urban fabric of the area.

Commenting on their design process, Richy Almond said: “The hotel needed to feel deeply grounded in its Fitzrovian surroundings while still offering a fresh, contemporary experience.

“We couldn’t simply place a flashy hotel in the heart of this cherished part of London which doesn’t have the glitz of Mayfair or the bright lights of Soho.

“When you do walk around Fitzrovia it’s neither of those things – it’s eccentric but hidden behind a façade somehow”.

Bedrooms and Suites

Guest rooms and suites are calm and curated.

Tones are muted with deep hues of burnt red and green.

One particularly striking influence, uncovered through a photographic study, was the glazed façades and bubble balconies found just a few streets away from The Newman.

This distinctive architecture inspired the bathroom designs, which feature custom-made tiles and stone-carved vanities that echo the elegance of the Victorian era while also nodding to the area’s later Art Deco influences.

A standout feature will be the Penthouse Suite featuring a private terrace with sweeping views over the city skyline and streets of Fitzrovia below.

Brasserie Adeline

Brasserie Adeline will be a buzzy all-day destination where dapper locals and curious travellers can come together in an elegant, artistic setting.

The design pays homage to Fitzrovia’s rich cultural history, drawing inspiration from iconic figures such as the rebellious writer and activist Nancy Cunard, whose influence is reflected in the brasserie’s monochrome palette and stripped-back, graphic aesthetic.

It also nods to furniture designer Gerald Summers, whose pioneering use of plywood and dedication to craftsmanship shaped the neighbourhood’s design legacy, with his workshop just around the corner on Charlotte Street.

References to Fitzrovia’s golden Art Deco era and the illustrations that emerged are also woven throughout the space, adding further depth to its character.

Gambit Bar

The basement Gambit Bar draws on the duality of Fitzrovia – a neighbourhood that, while outwardly refined, has long held a creative spirit.

Fitzrovia’s golden era saw bohemian writers, artists, poets, and activists gathering in the shadows behind its restrained façades – scheming and plotting over drinks.

This contrast is central to the design of Gambit Bar, where the elegance of the upstairs brasserie gives way to a space that thrives on intrigue.

Inspired by figures like Percy Wyndham Lewis, founder of the Vorticist art movement, the bar’s design reflects the sharp edges and fractured forms that emerged in response to post-WWI unrest, seen in details such as the coffered ceiling.

The bar’is further enhanced by references to occultist Aleister Crowley, who claimed to have been visited by angels and demons.

Characters such as the flamboyant Quentin Crisp and the introspective genius Julian MacLaren-Ross, whose writings captured the essence of 1940s culture in Fitzrovia, are also embodied.

Wellness at The Newman

The wellness floor is inspired by the Swedish Grace movement, known for its elegant yet welcoming aesthetic.

Moving away from the stark and impersonal feel of many modern spas, the space instead radiates warmth and comfort.

Drawing on the textures, tones, and patterns of the movement, with a particular nod to Marta Fjetterström, a celebrated textile designer of the era.

Natural materials such as warm oak, bronze, leather, textured coloured glass, antique brass, and walnut have been carefully selected to enhance the inviting atmosphere.

These elements will come together to create a serene environment that feels both personal and timeless, in which craftsmanship and subtle luxury is celebrated.

 Art

“The Newman must have heart and soul, seamlessly blending into London as if it’s always been there” said Pernille Lind.

“The art will play a crucial role in telling this story, avoiding the blandness often seen in hotel decor.

“Fitzrovia and London’s artists will continue to provide inspiration and decorate the walls through their artwork.

“We’re collaborating with a curator renowned for selecting art that truly reflects the hotel’s concept.”