SOTA were appointed as the art consultants for The Newman Hotel with our long-term partners, Sterling Art. Set to open in February 2026, The Newman is a luxury, boutique hotel situated in the heart of Fitzrovia, managed by Kinsfolk & Co and designed by Lind & Almond. As the art consultants, we commissioned hundreds of bespoke artworks celebrating Fitzrovia’s rich Bohemian literary history, curating pieces for 81 guestrooms, public areas, and the spa. Collaborating closely with both the interior designers and the hotel management team, we leveraged our unique network of artists to create an eclectic, mixed-media art collection, shaping the hotel’s identity. In addition, we developed and managed an artist-led photography campaign for the hotel’s social media and pre- opening strategy, capturing local characters and strengthening the brand’s sense of place. 

To top off this incredible project, we are pleased to share that The Newman, having been featured in Vogue, Boutique. Hotelier, The Telegraph and Observer to name a few, has been listed as one of GQ's most stylish hotels on the planet. 

This project signifies an exciting partnership with fellow art consultants, Sterling Art, combining the heritage, scalable production capabilities and prestige of Sterling (clients including Mandarin Oriental, Ennismore, Rocco Forte) with SOTA's dynamic artistic portfolio and ethical foundations (clients including The Ned, The Rosewood & Christie's). 

Photo: By Rachael Smith Photography