Meet Lind + Almond
Richy Almond + Pernille Lind, photography Ursula Armstrong.
Meet Pernille Lind and Richy Almond, Founders of Lind + Almond, known for designing spaces with an understated worldly eclecticism. Lind + Almond is a studio that prides itself on an appreciation of craftsmanship and a sense of place. With a thorough understanding of both the smallest detail and the greater spatial experience, working together, Pernille, an interior designer, and Richy, an architect, come together to collaborate on the most compelling of concept-driven hospitality projects.
Appointed lead designers by The Newman, working closely with the Founder & CEO of Kinsfolk & Co, Paul Brackley, Pernille and Richy Almond bring their distinctive design vision and their deep understanding and belief in craft to the impeccably curated interiors of Fitzrovia’s newest 81-bedroom boutique hotel.
For The Newman, Lind + Almond sought inspiration from Fitzrovia’s architectural style, and its intriguing tapestry of Victorian nuances and Art Deco touches as well as the intellectually curious characters that called it home in its golden years of the 20s-50s. Among them was Nancy Cunard, Fitzrovia's bohemian queen, whose iconic bangles and polka dots subtly weave their way into the hotel's design narrative with prints and sketches of her adorning the walls, alongside photography of interesting characters from the local community. The nod towards Art Deco is a timely touch as the iconic style celebrated its 100th anniversary in 2025. It was imperative that the design of the hotel complemented the style and spirit of the neighbourhood and community, blending seamlessly into the urban fabric of the area.
With a brief to craft an intimate, timeless space that embodies the spirit of Fitzrovia, you didn’t start with a mood board and headed out onto the street to soak up the neighbourhood and its architecture. What struck you first about the area?
What struck us immediately was the contrast in Fitzrovia. Architecturally it’s quite restrained and elegant, but historically it has always been a place of creative rebellion. Writers, artists and intellectual outsiders gathered here in cafés and pubs, often just behind those composed façades. That tension between refinement and creative energy became central to the design language of the hotel.
What was the most surprising source of inspiration to influence you at the start?
The personalities associated with Fitzrovia were a real revelation. Rather than focusing purely on architecture, we became fascinated by the characters who shaped the neighbourhood, from artists and poets to more eccentric figures. Their spirit of curiosity and independence helped shape the narrative of the interiors.
Former famous resident Nancy Cunard’s signature style is integral to the design storytelling, what was it about her that intrigued and inspired you?
Nancy Cunard embodied the kind of bold individuality that defined Fitzrovia’s golden era. Her distinctive style, especially her iconic bangles and graphic sensibility, offered a subtle visual language we could reinterpret through pattern, detailing and material contrasts. It allowed us to reference the area’s cultural past without becoming literal.
You design in layers resulting in the design and experience of a home rather than a commercial space. What were the biggest challenges to choosing texture, colour and materials for The Newman to achieve a contemporary understated aesthetic with echoes of local neighbourhood spirit, whilst creating a ‘homely’ yet luxurious guest experience?
The challenge was finding the right balance between richness and restraint. Fitzrovia’s architecture has depth and character, and we wanted the interiors to feel nostalgic yet fresh. Layering warm timbers, polished metals, leather and rich colours allowed us to create a sense of comfort and permanence while maintaining a contemporary, understated aesthetic.
How important was it for you to work with art consultants, local artists, designers and photographers throughout the design process?
It was essential. Fitzrovia has always been associated with artistic exchange, so it felt natural that the hotel should provide a platform for creativity. Collaborating with artists and curators allowed the interiors to feel connected to the neighbourhood’s cultural life rather than simply referencing it.
Richy, your background is as an architect who trained in the world of luxury residential and hotel design. Passionate about the industrial heritage of your native North-East England you reveal the often overlooked luxury of humble materials such as slate and steel in your handcrafted furniture and lighting made by the designers, craftsmen, metalworkers, artists, makers and engineers at your company Novocastrian. Growing up in your family’s metalwork business introduced you to working with metal from an early age. How does this influence Lind + Almond’s approach to interior design and metal accent details?
Working with metal from a young age taught me to respect the honesty of materials and the beauty of craftsmanship. At Lind + Almond we treat metal not simply as an accent but as an opportunity to introduce precision, tactility and longevity into the design, whether through bespoke furniture, lighting or subtle architectural details.
The simplicity and elegance of the bespoke electrical accessories specified from Focus SB echo the circular and angular design details, such as the Ambassador Square keypads finished in Chocolate Bronze with contrasting round retractive buttons in Unlacquered Polished Brass for an aesthetically pleasing KNX installation. How important was it to you to have this level of metal finishes flexibility across multiple decorative accessories?
Extremely important. Metal finishes play a significant role in tying together the material palette of a project. Having the flexibility to specify complementary finishes across accessories allowed us to maintain consistency and ensure the detailing felt intentional rather than generic.
With in-house craftsmanship, precision engineering and metal finishing expertise for over four decades, how did Focus SB’s services benefit you as designers and your experience of the overall project specification process?
Their willingness to collaborate and adapt finishes helped ensure that technical components integrated seamlessly into the design language. Being able to customise elements meant the electrical accessories became part of the architectural detailing rather than something that sat awkwardly on top of it.
With over 15 years of industry experience in hospitality and residential design, Pernille you have worked with some of the most renowned names in London, and on setting up your first company, Lind + Almond, with Richy, you won ‘Renovation & Restoration’ and ‘Hotel of the Year’ at the AHEAD Europe Awards 2018 for your inaugural project Hotel Sanders in Copenhagen. Your creative language stems from a family background steeped in a passion for craft and travel, and professional expertise in furnishings and engineering. How would you say your family, Scandinavian and Asian heritage has influenced your approach to interior design?
Growing up around craft and travel instilled an appreciation for materials and cultural nuance. Scandinavian design values clarity and simplicity, while Asian traditions often emphasise balance, tactility and atmosphere. Those influences come together in a design approach that prioritises calmness, detail and a strong sense of place.
The Newman, Fitzrovia London joins Lind + Almond’s past projects including Hotel Sanders in Copenhagen and the Bob & Cloche spa at Gleneagles in Scotland. With your combined experience spanning some of the biggest names in the industry, what trends are you seeing in the hospitality industry today?
There is a growing desire for hotels that feel authentic to their location rather than interchangeable. Guests are increasingly drawn to spaces with strong narratives, craftsmanship and a sense of personality. Longevity and thoughtful material choices are also becoming more important, both aesthetically and from a sustainability perspective.
Founder & CEO of Kinsfolk & Co., Paul Brackley commented: “We chose to partner with Lind + Almond because they truly understood our values and design vision for The Newman. Fitzrovia, often overlooked in London, is a unique blend of residential and commercial spaces, with many hidden stories and ultimately, an area holding eccentricity behind its more discreet façade. From our very first meeting, we were impressed by the way Pernille and Richy delved into the area's history, unearthing gems that have since become integral to The Newman’s design narrative.”
People and relationships are at the heart of your design, bringing depth and a personal touch to every element of your interior storytelling for an enhanced guest experience. What was the most satisfying / favourite / fun aspect of working on The Newman, and what’s next for Lind + Almond?
The most satisfying part was seeing the narrative of Fitzrovia come together through the spaces, from the lively brasserie to the more intimate bar and guest rooms. Each area expresses a different aspect of the neighbourhood’s character. As a studio we’re continuing to explore projects that allow us to create places with depth, craft and a strong sense of identity.
Visit Lind + Almond and Pernille Lind Studio for more information and to discover the timeless designs of the studio’s dedicated furnishings brand Hyem, launched in 2025.
Recently featured in The Times UK’s 50 best places to stay in 2026, The Newman is on YouTube @thenewmanlondon. Discover the stories, spaces, and inspirations behind the hotel’s interiors with Lind + Almond The Newman Design Inspiration.
