Fitzrovia, a London neighborhood situated between the more prominent areas of Soho, Bloomsbury, and Marylebone, is gaining recognition as a burgeoning cultural destination. Historically overshadowed by its neighbors, Fitzrovia is now drawing attention with developments like the recent opening of The Newman, an 81-room hotel.
A Rich Artistic Past
In the first half of the 20th century, Fitzrovia was a magnet for a more unconventional crowd, including notable figures like Dylan Thomas and George Orwell, who frequented the Fitzroy Tavern. Following World War II, the area developed an edgier bohemian character, with establishments like Bradley’s Spanish Bar maintaining a distinct identity. Later, the neighborhood saw the rise of functional office buildings and medical clinics serving the nearby Harley Street.
The area has managed to retain some of its less polished corners, and with Soho reportedly losing some of its edge, Fitzrovia is positioning itself as a potential successor. This slow reinvention is exemplified by The Newman hotel, which opened in February. The hotel is the brainchild of Kinsfolk & Co., a London-based group whose members have prior experience at established establishments such as The Goring and The Beaumont.
Design and Amenities
The interior of The Newman pays homage to its surroundings. Artist Rory Langdon-Down was commissioned to create black-and-white photographs capturing past and present residents of Fitzrovia. The hotel's design firm, Lind + Almond, has employed gentle lighting and natural wood textures in the reception area, accessed via an understated entrance on the hotel's namesake street.
Subtle design elements reference figures like Nancy Cunard, an heiress and writer once considered Fitzrovia’s ‘bohemian queen.’ Guest rooms feature muted tones of burnt red and green, incorporating Art Deco-inspired curves, timber, and polished steel. The ground-floor Brasserie Angelica offers a glamorous setting with leather banquettes and Fitzrovia-themed floor motifs.
While the all-day menu at Brasserie Angelica includes highlights like hake tail and goat cheese gougeres, it currently lacks the flair to establish it as a primary dining destination. However, the brasserie serves well-made martinis, and the subterranean Gambit Bar provides a sleek space for patrons seeking a more intimate setting.
The hotel also features a ‘wellness’ spa offering innovative treatments such as halotherapy, alongside an ice lounge, sauna, massage rooms, steam room, and hydrotherapy pool.
While The Newman is not solely responsible for Fitzrovia's reinvention, it represents a new attraction that integrates with the neighborhood's evolving rhythm. The hotel offers a contemporary reason for visitors to explore Fitzrovia, echoing the area's historical appeal to artists and writers.