First In: The Newman Hotel, London

Fitzrovia doesn’t have the hippest reputation as a London neighbourhood. Charlotte Street has a bit of buzz about it, but what else is going on there? Hotels. Some of London’s best. But hotels do not a neighbourhood make; until now, perhaps. The Newman is the latest addition to the area, and it’s putting community-building at the heart of its agenda, aiming to put Newman Street on the map in the process. I was amongst the first guests in The Newman’s opening month, to see what that looks like in action. 

The hotel’s 81 rooms, suites and apartments are quiet and comfortable with art deco styling and either cool views down Newman Street or quiet private balconies at the back of the hotel. Design throughout is by London studio Lind + Almond, who aimed to capture (/reinvigorate) Fitzrovia’s bohemian spirit with contemporary flair. At first glance the design is neutral but get up close and it’s far from dull; expect soft curves, polished brass accents and muted palettes creating an understated eclecticism, with subtle quirks and modern touches. Polka-dot motifs and bangle-inspired details nod to neighbourhood icon Nancy Cunard, poet, publisher and art collector, whose glamour infuses the aesthetic. Bathrooms house enormous marble sinks and showers, embossed linens feel unfussy but expensive, and artistic touches like double-layer cocoon curtains in alcove windows create texture and comfort. 

Brasserie Angelica is a welcoming European brasserie with warm, golden lighting and something for everyone on the menu. Every visit starts with warm baguette served with salted butter; a slice of comfort that sets the tone for what’s to follow. I plumped for the winter endive salad with grilled pear, walnuts and Danish blue cheese (flawless) followed by the roast chicken, mushroom and tarragon pie with cep sauce (indulgent, delicious). There are tempting puddings a-plenty if you have space after the comforting – and generous – mains, the cinnamon doughnut served with ice cream and hot chocolate sauce is a full meal in and of itself. Breakfasts at Brasserie Angelica are a winner too, from perfect pastries to healthy juices and fruit and oat concoctions, plus a full array of eggs; I took mine fried and served on a rosti potato with fermented chilli sauce. 

Downstairs the wellness offering has a Nordic vibe, with a design inspired by the Swedish grace movement. There’s a medical-grade halotherapy room, an ice lounge, a Finnish sauna and a steam room, plus multi-sensory experience showers and a hydrotherapy plunge pool, all of which will be available to hotel guests. The spa menu is excellent too; I tried the signature age-defying facial and while I fear that, in the end, age will ultimately still defy me, the high-tech treatment was one of the best I’ve had in the capital, harnessing Nuori’s Scandinavian clean beauty formulas to target fine lines using potent botanicals and advanced techniques. The product and massage elements are combined with the spa’s medical-grade LED lights from Déesse PRO, leaving skin visibly brighter. 

And it’s here, on level -2 that the community building starts, with the friendly spa team booking in locals for the regular yoga and pilates classes in the ultra-modern studio. One level up, the basement bar, Gambit, is already becoming a local hotspot. Great hotel bars are not hard to come by in London, nor are great cocktails, but the mixes being served up here really are superlative. My ‘Dazed & Confused’ arrives smoking under a cloche, a touch of drama on top of what is already a show-stealing taste, chilli-infused tequila with sweet blood peach and acai syrup with sour lime. Every signature cocktail is available alcohol-free, making Gambit a fantastic option for the sober and sober-curious. There are live DJ sets and bands almost every night, and more of the personal service experienced throughout the hotel. 

While the chic design by London studio Lind + Almond, the cocktails in Gambit Bar and the signature age defying facial in the spa are all superlative, it’s the staff that really make this place a must-visit, putting The Newman on the map as a neighbourhood hotel. Hotel bosses partnered with Saira Hospitality to train and hire individuals with barriers to employment from the local community, providing them with the knowledge and skills to build a career in hospitality via a pop-up hospitality school. The result: the warmest welcome and a super-approachable team bursting with local knowledge, creating a relaxed feel in an ultra-luxe setting.

C&TH Key Notes

– Drink to order: Dazed & Confused, or any of the non-alcoholic mixes
– Treatment to book: age-defying facial
– The dish to ask for: potato rosti with fried eggs & fermented chilli for breakfast or brunch
– Room to request: Newman Street view for London buzz or private balcony for privacy and peace
– Don’t miss: the halotherapy room and ice lounge

THE LAST WORD

Open for guests, but a home for locals. The Newman has opened its Fitzrovia doors and all of London is invited.

BOOK

Rates start from £695 per night, with an opening offer including dining or spa credit and a welcome cocktail | thenewman.com