The NoMad has landed in London.
After opening in New York and increasing to the West Coast by areas in Las Vegas and Los Angeles, the boutique lodge model has headed throughout the Atlantic. According to Sydell Group’s Andrew Zobler, it’s been a very long time coming — and the group’s greatest work to this point.
“We think it’s a natural place for NoMad and its sensibilities,” says Zobler. “And frankly, from the very beginning, our goal was to go to London. We searched high and low for exactly the right building, which I think we found.”
The fourth NoMad is positioned inside the previous Bow Street Magistrates’ Court and Police Station in Covent Garden, a historic constructing positioned throughout the road from the Royal Opera House. The lodge marks the primary European challenge for New York-based design agency Roman and Williams (and the primary time the agency has lent its contact to the NoMad aesthetic). The inside design pays homage to English heritage whereas exploring the intersection of New York and London’s artwork scenes.
The Sydell Group opened The Ned, a large five-star lodge and members membership positioned in London’s former Midland Bank constructing, a number of years in the past. But whereas The Ned goes for scale, the NoMad London leans into the attraction of refuge from the neighborhood’s bustle. With 91 rooms, the London location is probably the most intimate NoMad location.
“Having a residential feel is one of the central tenets of Nomad, so the 91 keys have allowed us to really dig deep into that residential experience,” says Zobler, including that the London location additionally has a set benefit over New York. “Here, we have a plethora of suites, and some of them are quite enormous. So that’s going to take the property to a whole other level.”
A central pillar of the NoMad expertise is rooted in its elegant eating choices. The lodge’s signature restaurant, The NoMad, is positioned inside a lush three-story atrium and riffs on the culinary hyperlink between New York and London. Several NoMad signature dishes have carried over, though the menu, crafted by government chef Ashley Abodeely, faucets into London’s eating sensibility and makes use of native purveyors and produce. The bar program is led by Pietro Collina, which incorporates Side Hustle, a British-style pub positioned contained in the constructing’s former police station, and the lodge’s forthcoming late-night subterranean cocktail lounge Common Decency, slated to open subsequent 12 months.
The constructing’s unique magistrates’ courtroom and ballroom will host non-public occasions. The lodge additionally leans into the constructing’s earlier life as a courthouse and police station by the Bow Street Police Museum, which is able to host rotating exhibitions.
The mixing of New York and London aesthetics is most prevalent within the lodge’s artwork curation. Weegee images from New York are combined with classic images of the London theater and opera scene; Common Decency might be accented with Victorian drawings by Aubrey Beardsley. The London location makes use of summary artwork, a primary for the lodge model.
“There’s a New York sensibility and a London sensibility, and they have a lot in common, but they’re not the same,” says Zobler. “How we blend those is the art of it — and that goes everywhere from the food to the art, to the overall guest experience.”
More From the Eye:
5 New Rooftop Bars to Toast the Start of Summer
At Cadence, Chef Shenarri Freeman Is Cooking Up Vegan Southern Soul Food
Gramercy Tavern Alums Open Rolo’s, a Restaurant and Grocery