First Images: NoMad London Hotel Opening in Covent Garden

When the NoMad New York Hotel debuted in New York in 2012, it was meant to be the anchor for its eponymous neighborhood, which had been conjured by real estate developers as recently as 1999. It was notable in that its opulent decor and alluringly moody atmosphere felt much more 1st Arrondissement Paris than it did Midtown East.

Eight years later, and the brand (part of the Sydell Group) has now thrice broken free of its original geography, keeping the original name while opening properties in LA, Vegas…and now London. Indeed, debuting this February amongst the retail hurly burly of Covent Garden, the new NoMad London Hotel will be fitted into the former Bow Street Magistrates’ Court, a grandiose 19th Century structure built in a kind of quasi-Graeco-Roman style, which had actually sat empty since 2006.

Intriguingly, it will have a British shell, but something of a New York soul, with Gotham designers Roman & Williams (Ace New York, Freehand Hotels) styling the interiors, and Executive Chef Ian Coogan also crossing the Pond from NYC, where he held the same title at Jean-Georges’ ABC Kitchen and ABC Cocina. And bringing a bit of influence from the Continent, Paris’ Studio be-poles collaborated with the Royal Opera House on a series of hand-painted murals, part of the hotel’s more than 1600-works art collection.

Like the New York original, the NoMad London will be a scene in every sense, especially around the opulent-but-casual namesake restaurant, fitted into a three-story atrium, which grandly evokes an Edwardian-era greenhouse. Exalted cocktail alchemist Leo Robitschek will oversee the drinks program in the attached Atrium Bar, while Coogan will also lord over Side Hustle, which, if you can imagine, will be something of a modern British pub, but serving cuisine inspired by Mexico City. A subterranean lounge, Common Decency, will “tow the line between commonly decent and acceptably indecent” – which would seem like an excellent philosophy for a trendy imbibing establishment. It promises fancy tipples made with rare and vintage ingredients.

The hotel is actually a relatively intimate affair, with just 91 art-disposed rooms flaunting antiquey-chic decor, and elegant color schemes.

Of course, the opening will definitely have to go ahead without us – as travel restrictions to the UK will surely not be lifted any time before April. But a stay at the NoMad London and a Covent Garden shopping spree does, to be sure, seem like the perfect springtime breakout plan.



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