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Royal Ballet and Opera names NoMad London as first hotel partner

The Royal Ballet and Opera has announced the appointment of NoMad London as its first official hotel partner.

Situated opposite each other on Bow Street in Covent Garden, the agreement formalises a long-standing relationship between the two institutions.

NoMad London’s art collection includes 1970s photographs of the Royal Opera House by Clive Boursnell, while murals in the hotel’s Common Decency bar were created by the arts organisation’s scenic painters.

The collaboration includes the display of a Cecil Beaton costume in the hotel lobby. Designed in 1963 for Margot Fonteyn’s performance in Frederick Ashton’s Marguerite and Armand, the piece will remain on view for two weeks.

A joint social media campaign featuring Yasmine Naghdi, the Royal Ballet’s principal dancer, has also been launched to highlight the proximity of the two venues.

John Sutherland, general manager of NoMad London, said: “Our long-standing relationship with the Royal Opera House is rooted not only in our shared commitment to the arts, but also in our connection to the Covent Garden neighbourhood.

“We’re delighted to build on this relationship through our new partnership and look forward to finding new ways to collaborate and bring our communities together.”

Sophie Wybrew-Bond, chief commercial officer of The Royal Ballet and Opera, added: “We’re pleased to welcome NoMad London as our first-ever hotel partner, building on the longstanding relationship we have developed as close neighbours in Covent Garden.

“This partnership gives us an exciting opportunity to take the Royal Ballet and Opera experience beyond the walls of the Royal Opera House, introducing our creativity and artistry to new audiences in new ways. We look forward to working closely with NoMad London to bring this partnership to life.”

NoMad is commercialising the cultural identity it opened with

News Analysis

Today’s tie-up converts a theme embedded before NoMad London opened into a local commercial relationship. Sydell Group said in July 2020 that its new hotel would occupy the former Bow Street Magistrates Court, with Roman and Williams drawing on English decorative traditions and the London-New York art worlds. That early brief matters because culture formed part of the property proposition before the hotel had guests; John Sutherland joined the pre-opening team to oversee commercial strategy.

The building’s finances later tied that identity to the wider operating model. Sydell converted the listed former court during 2018-20, creating a hotel alongside a museum and hospitality venues. In October 2023, as its bank facility approached expiry, the hotel secured a £73m refinancing loan from Cohort Capital, which cited room performance, the food-and-beverage plan and the cultural location. Today’s partnership develops that same combination: hotel demand, destination trading and Bow Street’s cultural pull.

That proposition survived both a financing change and a change of control. Hilton took a majority controlling stake in Sydell Group in 2024, bringing NoMad into its portfolio. After leading the commercial launch of Park Hyatt London River Thames, Sutherland returned to NoMad as general manager in 2026. His return placed the hotel’s founding cultural proposition under the executive who had overseen its commercial strategy at launch.

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The Royal Ballet and Opera has announced the appointment of NoMad London as its first official hotel partner.

Situated opposite each other on Bow Street in Covent Garden, the agreement formalises a long-standing relationship between the two institutions.

NoMad London’s art collection includes 1970s photographs of the Royal Opera House by Clive Boursnell, while murals in the hotel’s Common Decency bar were created by the arts organisation’s scenic painters.

The collaboration includes the display of a Cecil Beaton costume in the hotel lobby. Designed in 1963 for Margot Fonteyn’s performance in Frederick Ashton’s Marguerite and Armand, the piece will remain on view for two weeks.

A joint social media campaign featuring Yasmine Naghdi, the Royal Ballet’s principal dancer, has also been launched to highlight the proximity of the two venues.

John Sutherland, general manager of NoMad London, said: “Our long-standing relationship with the Royal Opera House is rooted not only in our shared commitment to the arts, but also in our connection to the Covent Garden neighbourhood.

“We’re delighted to build on this relationship through our new partnership and look forward to finding new ways to collaborate and bring our communities together.”

Sophie Wybrew-Bond, chief commercial officer of The Royal Ballet and Opera, added: “We’re pleased to welcome NoMad London as our first-ever hotel partner, building on the longstanding relationship we have developed as close neighbours in Covent Garden.

“This partnership gives us an exciting opportunity to take the Royal Ballet and Opera experience beyond the walls of the Royal Opera House, introducing our creativity and artistry to new audiences in new ways. We look forward to working closely with NoMad London to bring this partnership to life.”

NoMad is commercialising the cultural identity it opened with

News Analysis

Today’s tie-up converts a theme embedded before NoMad London opened into a local commercial relationship. Sydell Group said in July 2020 that its new hotel would occupy the former Bow Street Magistrates Court, with Roman and Williams drawing on English decorative traditions and the London-New York art worlds. That early brief matters because culture formed part of the property proposition before the hotel had guests; John Sutherland joined the pre-opening team to oversee commercial strategy.

The building’s finances later tied that identity to the wider operating model. Sydell converted the listed former court during 2018-20, creating a hotel alongside a museum and hospitality venues. In October 2023, as its bank facility approached expiry, the hotel secured a £73m refinancing loan from Cohort Capital, which cited room performance, the food-and-beverage plan and the cultural location. Today’s partnership develops that same combination: hotel demand, destination trading and Bow Street’s cultural pull.

That proposition survived both a financing change and a change of control. Hilton took a majority controlling stake in Sydell Group in 2024, bringing NoMad into its portfolio. After leading the commercial launch of Park Hyatt London River Thames, Sutherland returned to NoMad as general manager in 2026. His return placed the hotel’s founding cultural proposition under the executive who had overseen its commercial strategy at launch.

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It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy.

The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making

The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy.

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It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution

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