A Five-Star Gem in the Heart of Soho
Ever since Broadwick Soho opened its doors in November 2024, I’ve been dying to experience it firsthand. The idea of a five-star hotel nestled right in the heart of Soho is a game-changer – it’s the first of its kind in this vibrant, historic neighbourhood. Soho has always been one of my favourite areas in London, brimming with energy, hidden gems, eclectic dining spots, and an undeniable charm. Once a rural enclave outside medieval London, Soho evolved into an aristocratic playground before becoming the gritty, artistic, and occasionally edgy heart of the city. Legends of music, art, and theatre have called Soho home, giving it an almost bohemian spirit. Broadwick Soho seems to channel every bit of that soul into a luxurious setting that feels true to Soho’s many sides.
Built By Friends – With a Dash of Disco-Chic
The first thing that struck me about Broadwick Soho was its origin story – it was created by a group of friends led by owner Noel Hayden, who drew inspiration from his family’s hotel, Mon Ami. The hotel was built with a sense of warmth, friendliness, and community that’s reflected in every corner. The space exudes a playful energy, described by the creators as “disco-chic.” There’s a magical charm throughout, paying tribute to Soho’s dynamic past and the iconic women who helped define it, like Mary Fedden and Muriel Belcher. Elephants, a symbol of loyalty and compassion, appear in various forms around the hotel – including an incredible, antique Indian brass elephant bar crafted by artisans in Jaipur. It’s like a warm embrace from Soho’s artistic and social legacy.
Design Goals
Designed by Martin Brudnizki, Broadwick Soho has a vibe that blends the gritty glamour of Studio 54 with the elegance of a townhouse. As I walked into the dimly lit lobby, the eclectic mix of colours and textures was a feast for the senses. In the lobby, there are ceramics by Pollyanna Johnson, while Victor Pasmore lithographs and photographs of Italian celebrities add to the space’s eclectic charm. It’s not often you feel this transported just walking into a hotel lobby.
A Room With a Soho Soul
Broadwick Soho has 57 rooms, each designed with opulent colours and bold patterns by Brudnizki. My room was a work of art – from the rich textures to the unique details like the wooden wardrobes adorned with sage green, chinoiserie-inspired fabric. Above the bed hung a piece by Peter Samuelson, while Laura Gee’s paintings, which draw influence from artists like Vanessa Bell, decorated the walls. The bathroom was another highlight with its electric blue tiles, leopard print wallpaper, and stunning Ortigia Sicilia amenities. A large TV with a glamorous golden frame and an iPad that controlled everything – from room service to concierge tips – made it a thoroughly modern experience. Broadwick Soho might just have the most stylish tech and amenities I’ve seen in a London hotel.
Soho’s New Hangout in the Sky – Flute Rooftop Bar
For pre-dinner drinks, we headed up to Flute, the rooftop bar. The scene was buzzing, filled with local creatives, and the DJ added to the electric atmosphere. Designed with vibrant pink and green tones, the oval onyx bar and marble details gave it a luxurious yet laid-back feel. Named after a 19th-century flute maker once located on Broadwick Street, this rooftop bar is a glamorous tribute to Soho’s creative history, with a touch of playful maximalism. As for the drinks and snacks, we couldn’t resist reordering the spicy margaritas and the bar’s incredible grilled cheese sandwich with Dorrington ham, Ogleshield cheese, black truffle, and cornichons—a heavenly, indulgent bite. The tuna tostadas, with guacamole and pickled chilli, had the perfect kick, and the yellowfin tuna with sun-blushed tomato hollandaise, green beans, quail eggs, and new potatoes was light yet flavourful.
Dear Jackie – Dining Italian-Style With a Soho Twist
When it was time for dinner (they are also now open for lunch!), we descended to Dear Jackie, the hotel’s Italian restaurant, which felt like stepping into a nostalgic Italian feast set against an artfully bold backdrop. Inspired by Soho’s unique history, the walls are decorated with ceramic plates by Michaela Gall and upstairs, a private dining room features Andy Warhol’s shoe prints – once owned by David Bowie himself – adding a rock-and-roll edge to the setting. Dear Jackie serves refined Italian dishes, including incredible pasta creations and innovative twists on classics, along with a wine list that would make any Italian nonna proud.
Plush red silk walls, Murano lighting, and an intimate layout make it feel like a decadent evening in Italy, but with the Soho edge that Broadwick nails. We dined on a selection of dishes that felt like an invitation to an Italian family feast: seared hand-dived scallops with champagne, trout roe, and finger lime (delicate, buttery, with a zing of citrus), roast veal tonnato topped with capers and fried shallots (creamy with a delightful contrast of crunch), and shellfish risotto with prawns, baby squid, and a hint of Sicilian lemon (richly savoury yet bright).
Bar Jackie – A Toast to Soho’s Legendary Jackies
Right off the street level, Bar Jackie is where everyone’s “Jackie” – a tribute to fabulousness and fun – comes to life. With hand-painted maiolica tiles crafted in Sicily and Sicilian-inspired folk motifs adorning the walls, this vibrant bar is great for a coffee or an aperitivo. I loved their Pinsa Romana and the homemade gelato – as colourful and delightful as the decor. It’s a little slice of Italy in Soho and the perfect spot to unwind after exploring the city.
The Nook – My New Favourite Hideaway
The Nook, tucked away on the ground floor, is like a little secret retreat within Broadwick Soho. It’s only open to hotel guests, which adds to its exclusive, almost hidden charm. I instantly felt drawn to it—a space that’s extravagant but cosy, with beautiful Italian fabrics, vintage treasures, and a statement Murano chandelier from the 1970s that brings so much character to the room. I found myself sinking into a chair by the fireplace, flipping through their vinyl collection curated by nearby Berwick Street record stores. Whether it’s for a quiet coffee, a cocktail, or just a moment to escape the city buzz, The Nook is the perfect spot. It’s intimate and relaxed, yet so chic, and it feels like a special little hideaway just for us staying at the hotel.
Broadwick Soho Has Set a New Standard for Soho
In a city known for its luxury hotels, Broadwick Soho is a breath of fresh air, blending Soho’s bohemian history with the modern glamour of a five-star experience. From the eclectic rooms to the rooftop cocktails, everything feels thoughtfully curated and undeniably fun. This isn’t just a hotel, it’s an homage to Soho’s creative legacy and an invitation to experience the area’s enduring charm in style. I’ll certainly be back – there’s no place in London quite like it.
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All imagery courtesy of Broadwick Soho.