The Design Inspiration behind The Newman
When designing The Newman, our intention was never to build just another hotel. We set out to create something far more intimate — a place that feels as though it has always belonged on Newman Street. A place that doesn’t just sit in Fitzrovia, but is Fitzrovia.
To help bring this vision to life, we partnered with the brilliant minds at LIND + ALMOND, a London-based interior design studio led by Pernille Lind and Richy Almond. Their brief was both simple and ambitious: to create a space that feels Entirely Fitzrovian.
Their process began not in a mood board or a catalogue, but on the streets themselves. Pernille and Richy immersed themselves in Fitzrovia’s fabric, studying its distinctive architecture, palette, and eccentric energy. The result is an interior that doesn’t impose but belongs – richly layered, confidently understated, and filled with quiet nods to the area’s bohemian past.
A Design Steeped in Story
One of the most inspiring figures to emerge from Fitzrovia’s storied history is Nancy Cunard — poet, publisher, activist, and icon of 1920s bohemia. Her spirit is subtly woven into the design of The Newman. The bold bangles she famously wore inspired the sculptural bedposts in each room, while her playful fondness for polka dots found its way into the patterned floors — a touch of whimsy that feels both unexpected and right at home.
Elsewhere in the hotel, local architectural details offer further layers of narrative. The bathroom sinks echo the curves of the balconies on Shropshire House, a striking Art Deco landmark just a short walk away. The tiling, meanwhile, borrows its rhythm and geometry from the Gem Langham Court Hotel, another local gem known for its distinctive façade.
Take a look at our rooms and suites
Entirely Fitzrovian
Lind + Almond’s approach was always about more than aesthetics — it was about creating a sense of continuity. The Newman doesn’t imitate Fitzrovia; it absorbs it, reflects it, and offers it back to guests through considered design and craftsmanship.
Every surface tells a story. Every detail carries intention. And the overall experience? It’s that rare blend of comfort and character, where the new feels familiar and the familiar feels new.
In the end, The Newman is more than a hotel. It’s a tribute to Fitzrovia – its layers, its quirks, its icons, and its spirit. We can’t wait to welcome you inside.
Read more about Lind + Almond.
