In a city with no shortage of swish five-star hotels, it’s hard to make an impact. Yet The Newman, which opened in February, has quickly become one of the most talked about spots in London, with its eclectic décor, subterranean spa and buzzy bar.
It’s the first hotel from British hospitality brand Kinsfolk & Co, a team of respected hoteliers and restaurateurs with years of experience at big names including The Beaumont and royal favourite The Goring.
Though The Newman is moments from Oxford Street, its trump card is its under-the-radar location in charming Fitzrovia, surrounded by tree-lined Georgian streets, quirky boutiques and independent restaurants, with the iconic BT Tower looming overhead.
Why stay here?
For big city thrills with a cool neighbourhood feel. The location is echoed by the hotel’s considered design. London-based studio Lind + Almond has used Fitzrovia’s bohemian past as inspiration for the interiors, displaying black-and-white photographs of modern-day residents and specially commissioned paintings of the area’s historical figures, including Virginia Woolf. Marble bathroom sinks are based on the balconies of a nearby art deco building, while even the distinctive bedposts are modelled on the chunky bangles worn by local writer and activist Nancy Cunard, heiress to the shipping empire.
There are 81 rooms in total, ranging from classic doubles to one-bedroom apartments, while the show-stopping penthouse suite has a dining table for eight, a dressing room and an enormous 130-square-metre rooftop terrace with a private sauna and cold plunge pool overlooking Fitzrovia. All are impossibly elegant, with a tasteful palette of chocolate brown, honey and oatmeal, geometric carpets, curved bronze furniture and leather-topped writing desks.
Bathrooms have underfloor heating, stone-carved vanity units, graphic tiling and oversized Anatomē products I couldn’t get enough of. Even the mini-bars have unexpected touches, including a coffee-flavoured mushroom drink, CBD sleep patches and essential oils alongside drinks by British brands. All guests can also access the Earth+Sky fitness app for on-demand workouts during their stay.
Eating and drinking
Brasserie Angelica is at the heart of the hotel, with all-day dining and tables lining the pavement outside. It has a lively but laid-back feel, with some staff recruited from the hotel’s innovative pop-up hospitality school that ran last summer to find team members from the local community.
The menu has a Scandi feel, with a trolley of open sandwiches served at lunchtime and a la carte dishes including gravadlax with pickled cucumber salad, Swedish west coast salad with prawns, mussels and crab, and lemon and blueberry custard tart. Meat dishes like my grass-fed 28-day dry-aged fillet steak are cooked over a woodfire – be sure to order the perfectly salty fries and deliciously rich bone-marrow gravy on the side.
Head downstairs afterwards to The Gambit, the hotel’s decadent art deco bar already loved by locals. Drinks include local craft beers, a large selection of zero-proof drinks and an unusual list of innovative cocktails such as “dazed and confused”, made with chilli-infused tequila, blood peach and açai. There’s plenty going on while you sup, from resident DJs and unplugged sessions from guest artists to regular chess evenings and nightly live music from the in-house band.
Just be sure to drag yourself out of bed the following morning for breakfast, also served in Angelica. Highlights include house pressed juices like the green detox elixir, ricotta hotcakes with caramelised apple, and homemade cardamom buns inspired by those served in Copenhagen’s Hart Bakery and made from offcuts of croissant pastry that would otherwise be wasted. They’re so good, I went back for a second and I’m still wishing I’d had a third.
Things to do
Every room includes free access to an entire floor devoted to wellness, including a large 24-hour gym and a studio offering yoga, Pilates and sound bath sessions for an extra cost. There’s a whole range of Hyperice gadgets available to tinker with, including Normatec compression boots and a Venom heat therapy belt. I was far lazier and spent an afternoon dipping between the glass-fronted Finnish sauna, ice lounge, hydrotherapy plunge pool and medical-grade salt room. All are only available to hotel guests so I was the only person there during my visit – a rare treat in a central London spa.
Soho is less than 10 minutes’ walk away for nights out, but Fitzrovia is a delight to wander, filled with dog walkers grabbing artisan coffees, historic pubs and shops you didn’t know you needed. The slick restaurants of Charlotte Street are on the doorstep while the elegant Fitzroy Square Garden is a prime picnic spot close to Virgina Woolf’s former home.
There are some surprise attractions too, from the Cartoon Museum, which documents the history of British cartoons, caricatures and comics, to the spectacular Byzantine-style Fitzrovia Chapel with its gold mosaic ceiling where King Charles recorded his Christmas broadcast in 2024.
The verdict
From the chatty staff to the speakeasy-style bar, The Newman already feels like a much-loved neighbourhood hangout you might drop by even if you aren’t staying over. It’s a far cry from a stuffy five-star-by-numbers, but is just what London’s booming hotel scene needed.
Siobhan was a guest of The Newman; thenewman.com
Inside the swish Fitzrovia hotel that’s got everyone talking
