Hilton plans to go from 1 to 100 by adding a new luxury and lifestyle brand to its portfolio, NoMad. This brand is based on the chic NoMad London, ranked among the 50 Best Hotels of the World, which the American group intends to roll out around the world. The American group has just announced that it is acquiring a majority stake in the Sydell group, founded by Andrew Zobler and known for having launched half a dozen successful lifestyle concepts such as The Line boutique hotels, The Ned private hotel-clubs - in partnership with Soho House - and Freehand, the new-generation youth hostels taken over in 2019 by Generator. And NoMad.
The first of these, the NoMad New York, housed in the Johnston Building, a Beaux Arts-style building just north of Madison Square on Broadway - hence the name of the brand - quickly became one of the city's flagship hotels after opening in 2012. On the design side, the hotel relied on the renowned talents of Jacques Garcia, and on the culinary side on the talents of Michelin-starred chef Daniel Humm and restaurateur Will Guidara. This hotel did not survive the Covid, which closed in 2021 before becoming the Ned NoMad, as did the NoMad Los Angeles, which opened in 2018, also designed by Jacques Garcia, and whose doors have remained closed since 2021. The brand also has a hotel in Las Vegas, within an MGM resort, but this is excluded from the transaction and will change name in the coming months.
Conversion to "NoMadism
So that leaves NoMad London, the hotel on which Hilton will be relying to give new impetus to the brand and showcase its sense of contemporary luxury hospitality. Opening in the heart of the pandemic, in May 2021, close to Covent Garden, the hotel has taken its place in the former Bow Street court and police station, theatrically transformed by design studio Roman and Williams, mixing velvet curtains and vintage chandeliers with a host of original works of art.
(c) Simon Upton
(c) Simon Upton
(c) Simon Upton
By the end of the year, this hotel will be available for Hilton customers to book. No doubt many more will follow. " Founded on the idea that a hotel is a big house, the NoMad brand aims to offer its guests accessible luxury, exceptional design and award-winning catering.says Sydell founder Andrew Zobler. We are delighted to enter this new phase for Sydell, partnering with Hilton to develop the NoMad brand worldwide." .
Targeting the best areas of major cities, Hilton is aiming for 100 NoMad hotels worldwide, a dozen projects is already at an advanced stage. While Hilton will lead the development, the Sydell Group will retain control over the design of the properties and the management of the NoMad brand. In addition, all NoMad properties will remain independent, while being integrated into Hilton's commercial platforms, including Hilton Honors.
" By combining a proven and scalable brand concept with the power of Hilton's commercial engine, we are accelerating our ability to drive growth in the luxury lifestyle segment." said Chris Silcock, president of Hilton's global brands and business services. This is a segment in which Hilton has stepped up a gear with the announcement, within the space of a few weeks, of the acquisition of Graduate Hotels in the United States, an exclusive partnership with Small Luxury Hotels of the World and, now, its conversion to 'NoMadism'.
