NoMad London UK
NoMad London
28 Bow Street, WC2E 7AW, London, UK
www.NoMadLondon.com
HOTEL INFORMATION
Group
Sydell Group
Shareholders
Privately-owned
Date of Creation
25 May 2021
Hotel Positioning
5-star luxury boutique hotel
Development Strategy
Founded by Andrew Zobler, Sydell Group’s core expertise is an ability to identify architecturally meaningful buildings that are deeply rooted in their location, and to collaborate with original talent within the world of design, food & beverage and hospitality to create compelling properties that engage the communities around them. Each of the operating properties has been widely celebrated for their site-specific uniqueness, compelling food & beverage, vibrant public spaces and overall focus on design and culture. NoMad London is the first international property for the brand, with several projects on the horizon – potentially in cities such as Paris and Copenhagen.
NoMad London
History & Story
Sydell Group’s diverse portfolio of award-winning projects include NoMad New York, Los Angeles, and Las Vegas; the LINE LA, DC and Austin; Freehand Miami, New York and Los Angeles; The Ned, London; Park MGM, Las Vegas; and Saguaro Palm Springs and Scottsdale; and now NoMad London and LINE San Francisco.
Grounded in the idea of the hotel as a great home richly layered with stories and animated by the collective spirit of its inhabitants, NoMad is Sydell Group’s vision of an artfully lived life.
Located in Covent Garden, opposite the renowned Royal Opera House, NoMad London takes residence in the Grade II-listed building famously known as The Bow Street Magistrates’ Court and Police Station. This is the brand’s most intimate property at 91 rooms including 16 suites, centred around several exquisite dining and drinking spaces in the NoMad tradition. Each NoMad explores the artistic, cultural, and historic interplay between its landmark home city of New York and European culture. In London, NoMad lends its residential warmth and casual elegance to the storied building, layering it with rich interiors and a playful spirit that is decidedly NoMad. The hotel’s service style is one of gracious hospitality combined with understated elegance and comfort.
Inspired by the idea of a ‘Grand European Home’, NoMad is a collaboration of the finest talent in architecture, design, food and beverage, and hospitality. The heart of NoMad’s culture is expressed through highly personalised service, resulting in a rich, layered guest experience. Romantic and refined, NoMad feels more like a home than a hotel and celebrates the tension between classic design and modern luxury.
Attracting and inspiring the creative, the artist, the well-to-do traveller with the excellent eye for detail, the hotel is already beloved by the fashion, art and creative worlds and we are now also gracefully welcoming the return of luxury leisure guests as travel restrictions continue to ease.
Main Strengths, Special Touch
Nestled in an unrivalled leisure-centric neighbourhood, NoMad London adds an original, refined addition to the London chapter and has successfully brought a unique, deeply emotive, and meaningful hospitality experience to the city. The luxury boutique property is swiftly becoming one of London’s most sought-after hotels as it presents something different to the traditional Grand Dames, but with no compromise to five-star service and amenities. Service is highly personalised based on guests’ preferences and the property carries a notable home-away-from-home vibe.
In keeping with the ethos that began at the original NoMad New York, the restaurants and bars are central to the NoMad experience. In London, the sought-after food & beverage offerings celebrate the interplay between the grand and the intimate and have already become popular destinations in their own right.
Location
Arguably London’s best neighbourhood, NoMad London is in the heart of Covent Garden; in the heart of London’s West End and the city’s lively theatreland. A shopping, dining and entertainment hub in London’s West End. The hotel is located directly opposite the famed Royal Opera House. There is no other five-star, luxury boutique hotel in the area.
NoMad London is nestled opposite the famed Royal Opera House, one of the world’s greatest opera companies. Much of the hotel’s interiors as well as its expertly curated arts programme was inspired by, and give nod to, this wonderful proximity. The hotel has a direct partnership with the iconic opera house with exclusive guest benefits including VIP backstage passes to meet principal dancers, special access to watch their rehearsals and private tours.
Key sites/activities in the area
Royal Opera House including The Royal Ballet
Shopping and dining / drinking at and around Covent Garden Piazza
Pop into neighbouring Soho
The Lion King at Lyceum Theatre
London Transport Museum
Harry Potter Photographic Museum
Fun Facts
To honour the property’s significant history, Bow Street Police Museum was created within the building as an independent museum and registered charity. It is open to the public and guests of NoMad receive complimentary access. Filled with stories of police investigations, arrests and justice being served, former cells have become galleries where visitors can hear tales from those who once worked inside the station’s walls. Previously unseen photographs also hang on display, offering a rare a glimpse into the life and times of Covent Garden. Admission for NoMad London guests is complimentary.
Spanning the course of three years and together with Parisian design studio, be-poles, a total of 2,800 pieces of individual artwork were curated and are displayed throughout the hotel. Works are by a variety of British and international artists, exploring the exchange of creative ideas between post-war American art and European avant-garde.
Children’s Corner
NoMad London welcomes children of all ages. Each stay can be customised based on our little guests’ interests or reason of stay.
We offer out little guests’ custom bathrobes, coloured bath bombs, children’s books, DIY pancake breakfasts and for our very little guests, baby bathing amenities. Being in the heart of London’s theatreland, we also coordinate show-themed welcome amenities for our little guests that correspond to any show they are seeing (ie, Frozen, which is walking distance from the hotel), as long as we are made aware prior to arrival, or shortly after.
HOTEL FEATURES
Accommodation
• Number of suites: 16
Parlour Suite (4) – The Parlour Suite features double height windows with scenic views across the Covent Garden neighbourhood. Including a bedroom with king bed and a separate sitting room, a writing desk, breakfast table, Carrara marble and mosaic-tiled bathroom with walk-in shower, Côté Bastide bath amenities, hardwood floors, curated artwork, nightly turndown service, late night In Room dining menu and a well-stocked minibar. Connects to an additional suite as a two-bedroom suite. Average accommodation size is 35 square meters.
Magistrates’ Suite (8) – This spacious suite features double height windows with magnificent views overlooking either the famed Royal Opera House or the scenic Covent Garden neighbourhood. The suite includes a super king bedroom with a separate sitting room with a separate dining table, Carrara marble and mosaic-tiled bathroom with walk-in showers, most with signature NoMad clawfoot bathtubs within the bedroom, Côté Bastide bath amenities, hardwood floors throughout and curated artwork. Connects to an additional room or suite as a two-bedroom suite. Amenities include newspaper delivery on request, nightly turndown service, late night In Room Dining menu and a well-stocked minibar. Average accommodation size is 57 square meters.
Royal Opera Suite (4) – The spacious Royal Opera Suite features double height windows and prime views across the famed Royal Opera House. Presenting separate living and entertaining spaces, the bedroom includes a super king bed and alongside a signature NoMad clawfoot bathtub, a Carrara marble and mosaic-tiled bathroom with walk-in shower and double vanity and Côté Bastide bath amenities. Certain suites in this category include a guest bathroom. The suite has a separate living area and dining room with space to seat six, and connects to an additional room for a two-bedroom suite. Amenities include newspaper delivery on request, nightly turndown service, late night In Room Dining menu and a well-stocked minibar. Average accommodation size is 70 square meters.
• Number of rooms, (keys) in all: 75
All rooms (except the Grande Double) feature a king bed, Carrara marble and mosaic-tiled bathroom with walk-in shower, Côté Bastide bath amenities, hardwood floors, curated artwork, nightly turndown service, late night In Room dining menu and a well-stocked minibar.
Classic Room (18) – This room features idyllic views across the Covent Garden neighbourhood. Average accommodation size is 23 square meters.
Superieur Room (37) – With views overlooking the hotel’s grand Atrium or out onto the idyllic Covent Garden neighbourhood. Average accommodation size is 25 square meters.
Grande Room (15) – Most of the Grande rooms feature double height ceilings and overlook the famed Royal Opera House, a handful look out onto the hotel’s grand Atrium as well as the charming Covent Garden neighbourhood. Average accommodation size is 30 square meters.
Grande Double (1) – Perfect for families, the Grande Double sleeps up to four guests (two adults and two children) and includes two double beds, double height ceiling and overlooks the charming Covent Garden neighbourhood. Average accommodation size is 30 square meters.
Salon Room (4) – Very similar to the Grande, the Salon room has further personality and offers additional space. Overlooking the charming Covent Garden neighbourhood as well as onto the hotel’s grand Atrium. Average accommodation size is 30 square meters.
Restaurants & Bars
NoMad Restaurant: Set inside a lushly landscaped atrium, the space is flooded with natural light. In the evening, it transforms into a more intimate setting where Executive Chef, Ashley Abodeely serves an eclectic menu of local and regional bounty from farm, field and coast. Under the direction of Leo Robitschek, the cocktail programme showcases traditional drinks, award-winning favourites and new varieties focused on London’s seasonality. Tables as well as bar-top seating.
Side Hustle: Set in the building’s former Police Station, Side Hustle is NoMad’s take on the classic British pub seen through a NoMad lens with a few surprises. The menu is inspired by Executive Chef, Ashley Abodeely’s time living in Los Angeles where she developed a passion for Southern California’s fresh, Mexican-influenced cuisine. The cocktail programme is centred around a large selection of agave-based spirits, showcasing the flavours and traditions of Mexico along with classic and contemporary British, European and American offerings. Tables as well as bar-top seating and counter-tops for standing revellers. When only five months in operation, Side Hustle was already awarded No.7 in the world of Top 500 Bars.
Library: The living room of the hotel, reserved for resident guests. Light fare through breakfast and lunch and small plates during the evening; coffee, tea by day, cocktails and wine by night.
NoMad is home to an acclaimed cocktail programme led by cocktail aficionado, Leo Robitschek, formerly Managing Partner Food & Beverage at 11 Madison Park and NoMad Hotel Bars, and now Vice President, Food & Beverage at Sydell Group. Having earned numerous awards, including Award for Outstanding Bar Programme, Best Bar in North America and #4 in the world in 50 Best Bars, the cocktail offering within NoMad properties is heavily sought after and widely celebrated.
The same passion and practice has been brought to the London hotel where under Leo’s direction, the cocktail programme showcases traditional drinks, NoMad favourites and a new selection of cocktails focused on the seasonality of London.
Common Decency: A first for NoMad, a richly immersive and sultry subterranean lounge where a new cocktail programme is served amid live entertainment and impromptu performance, providing a playground between London’s two worlds; engaging and embracing the tension between East and West London.
Ashley Abodeely, Executive Chef; Ashley has been intimately involved in creating the NoMad dining vision from its inception, having had a significant influence on every NoMad property. At NoMad New York, she rose to the role of Executive Sous Chef and developed the culinary programme for the celebrated NoMad Bar. Ashley then went on to open NoMad Los Angeles as Chef de Cuisine. She returns to NoMad to lead the culinary team as Executive Chef at NoMad London, bringing with her tremendous talent, unique culinary voice, and connection to the NoMad brand.
Wellness
NoMad London is honoured to offer treatments with two of the world’s most renowned wellness providers, and the hotel’s spa residency partners, Ricari Studios and Katie England.
Ricari Studios: Ricari, derived from the Italian word for “recharge,” is a health spa with a restorative approach to skin and body care with a focus on cellular stimulation treatments, which combine traditional techniques with innovative technology.
Katie England: Katie’s skin experiences are informed by a decade in the beauty and skincare industries, along with ever-growing specialist knowledge and technical training including facial cupping, natural rejuvenation and facial contouring, intraoral massage, micro-needling and chemical peels.
Massages and more general facials can be requested for in-room service via Concierge.
The hotel’s gym is available 24-hours and offers top of the range equipment including a Peloton Bike and an AssaultBike Elite.
Corporate & Celebration Events
NoMad London offers over 800 sm / 9,000 sf of elegant and adaptable space for weddings, events, meetings and private dining. The private event spaces are located within the building’s original courthouse and offices, creating a stunning backdrop for memorable private dining, cocktail parties, weddings and all manner of corporate meetings and events.
The beauty of NoMad London’s event spaces are complemented by food & beverage offerings by the award-winning NoMad team, who are on hand to create a dining experience for events as memorable as the space itself.
Extra Notable Features
NoMad London has joined forces with its famed neighbour, to offer cultural enthusiasts tailored overnight experiences, that combine world class performance with a unique hospitality experience – all nestled within the unrivalled Covent Garden neighbourhood. Based on availability, performance tickets can be included if required, alongside a variety of experiences designed to enrich the cultural affair. ‘The Ultimate Royal Opera Experience’ includes accommodation in one of the hotel’s four Royal Opera Suites that overlook the stunning Royal Opera House façade. Additional tailored access may include a pre-show backstage tour, the opportunity to attend a closed rehearsal ahead of first night, or to view the performance from the Royal Box – a popular haunt of Queen Victoria in the 1800s – as well as the neighbouring Royal Retiring Room. At the hotel, guests can enjoy a range of special nods to the occasion such as welcome amenities themed to their chosen performance and pre or post performance cocktails in the hotel’s Library. Known as the living room of the hotel, The Library presents a series of photographs, drawings, sketches, and oil paintings in salon groupings that aim to celebrate the connection with the Royal Opera House and capture the neighbourhood’s nightlife.
Personalised cocktails made by the hotel’s award-winning bar team. NoMad and cocktails are synonymous, and NoMad’s bartenders go through continuous training on more than 100+ cocktails as well as creation combinations. A very personal experience for the guests and a great introduction to a NoMad-specific offering, guests are invited to head to a bar of their choice and speak with the bartender who will hand select from the extensive list after they have heard their flavour preferences, or even make them bespoke on the spot depending on how the conversation goes and tailor the experience to the individual person’s taste.
Leisure-centric local area walking guide featuring in-the-know and current suggestions on how best to explore our vibrant neighbourhood. Focusing mostly on the independent businesses in the area, and with fun nods to our area’s colourful history, these guides will be updated quarterly be themed by activity; Food, Drink, Culture and Family.
Hotel and restaurant Awards
2021:
AHEAD Awards 2021: Winner for Top Hotel Conversion, Top Lobby & Public Spaces, Top Event Space, Restaurant and Hotel of the Year
National Geographic Hotel Awards; 39 of the world’s best new hotels in 2021; Comeback Kid : best restoration; NoMad London
World’s Top 500: Side Hustle voted No.7 Best Bar in the World after only five months in operation. The only other UK bar within the top ten was the long-standing Connaught Bar at No.1.
2022:
Conde Nast Traveller: NoMad London awarded #2 ‘best hotels in London’ by Conde Nast Traveller’s editors.
TripAdvisor 2022 Travellers’ Choice Award Winner – NoMad London in the top 10% of hotels worldwide.
Number of employees
280