Easily one of the most anticipated new establishments to arrive in the vibrant neighbourhood of Soho this year, Broadwick Soho has been the subject of much excitement and suspense. Ahead of its forthcoming official opening, our editor Kai Lutterodt delves into the intricacies of this luxury hotel.

Soho, known for its rich cultural heritage, has long been a focal point of the city. With its intertwining network of 90 distinct and vibrant streets, alleyways, and courts, contained within only a square mile, this West End district has earned its place as a prominent destination.

And the latest to join Soho’s impressive repertoire of destination venues is the long-awaited Broadwick Soho.

This luxury hotel is located, as the name suggests, on Broadwick Street in the bustling heart of London’s vibrant West End. Having lived in Soho for 20 years, I’ve seen many changes to the area—some will call it gentrification, others will call it progress. Amongst the changes is the site of the hotel’s transformation from the locale of a humble independent pharmacy to its present-day grandeur. In its early derelict years, the building has hosted various community events and pop-ups such as art exhibitions (Lanre Olagoke‘s Art-Alive), charity initiatives, and even PRIDE pop-up events.

However, it has now reached its final phase, proudly serving as a distinguished haven for indulgence and leisure. Broadwick Soho is a name which will be synonymous with elegance and sophistication.

Scheduled to open its doors in November 2023, this independent luxury hotel embraces the captivating essence of its historic setting in Soho. With 57 rooms, including nine elegant suites and a magnificent penthouse, Broadwick Soho offers a sanctuary of contemporary opulence. Led by the General Manager, David Monson, the hotel promises exceptional service and uncompromising quality. This establishment is strategically nestled at the crossroads of Broadwick Street and Berwick Street, placing it at an advantage for guests to experience the unrivalled allure of Soho’s independent businesses.

Broadwick Soho Design

Broadwick Soho’s captivating ambiance is curated by renowned interior designer Martin Brudnizki, renowned for his work on establishments such as Annabel’s, The Beekman, and Scott’s Restaurant. Blending elements inspired by the opulence of the Jazz Age, immersive journeys through Italy, a touch of quintessential English charm, and a subtle infusion of disco glamour, Broadwick Soho offers an enchanting experience that seamlessly merges sophistication with comfort. We’re expected to be captivated by a harmonious symphony of refined luxury and inviting allure.

Wine and Dine at Broadwick Soho

Broadwick Soho will boast a diverse selection of restaurants and bars that cater to a multitude of tastes and occasions. The flagship lower-ground restaurant, Dear Jackie, is to offer a refined Italian cuisine infused with contemporary flavours, creating a truly indulgent dining experience. For a casual yet vibrant atmosphere, guests can visit Bar Jackie, the street-level café set to serve expertly brewed coffees and tempting evening aperitivos. Exclusively available to residents, The Nook will provide a serene sanctuary away from the bustling streets of Soho, complete with a cozy fireplace and a vinyl player for guests’ relaxation. Elevated above the rest is Flute, the rooftop dining bar and terrace, renowned as the hotel’s “crown jewel” due to its breathtaking décor and panoramic views of London’s rooftops. Situated on the eighth floor, a private dining room sets the stage for unforgettable gatherings with its floor-to-ceiling windows, captivating artwork, and inviting fireplace. The Dining Room promises to charm and impress even the most discerning guests, hosting glamorous dinners and unforgettable parties in exquisite style.

All You Need to Know About Broadwick Soho

THE FRIENDS

Broadwick Soho is a luxury hotel in Central London owned by Noel Hayden. Inspired by his family’s hotel, Mon Ami, Broadwick Soho is a tribute to his childhood memories. In bed with friends (figuratively speaking), Noel’s collaborators include Jo Ringestad, Joshua Gardner, Andrea Gelardin, and Jamie Poulton who also contribute to the vision of making the hotel a memorable experience. With its magical ambiance and nods to Noel’s family, Broadwick Soho is expected to be the place where luxury meets vibrant Soho history.

GUEST ROOMS 

Broadwick Soho has 57 beautiful rooms and suites. Each one is designed with care, featuring unique furniture and artwork. The rooms have a calming color scheme and a mix of materials and styles. The beds are custom-made and luxurious. You’ll also find modern technology like Wi-Fi and entertainment systems. The bathrooms are elegant, with marble wash-tops and rain-showers. Some suites even have free-standing bathtubs.

DEAR JACKIE

Hidden on the lower-ground floor, Dear Jackie is a destination for Italian opulence, refined dining, and nighttime glamour. Seductive Murano lighting, red silk walls and plush booths give a sense of discreet intimacy and an atmosphere that is part Dolce Vita elegance, part Disco glamour. Open for dinner, the menu reflects modern Italian gastronomy – featuring exceptional pasta dishes and reimagined Italian classics, as well as an extensive list of exquisite wines. 

BAR JACKIE

The little sister of Dear Jackie, Bar Jackie is Broadwick Soho’s all-day street level Italian bar and terrace, paying tribute to the legendary and flamboyant Jackies of our past, present and future. Everybody has their Jackie: a personal icon that embodies fun, fabulousness and joy. The vibrantly decorated bar serves coffee and bomboloni, aperitivo classics such as Pinsa Romana, arancini and antipasti, as well as negronis, vermouths and homemade gelato and granita.

FLUTE

In the 19th century, Broadwick Street was home to a noted flute-maker, who inspired the name of the rooftop dining bar that crowns the hotel. Flute’s landscaped wraparound outdoor terrace offers spectacular views over the Soho streets and skyline. Inside, the décor combines cocooned comfort with maximalist glamour – animal-print upholstery, cork walls and mirrored ceilings united by an extravagant palm-frond carpet. From the onyx-topped central bar, Flute’s bartenders serve up an ever-changing list of innovative cocktails complemented by lunch and dinner menus featuring food designed to be enjoyed with friends.

THE NOOK

Broadwick Soho’s residents-only ground floor lounge offers hotel guests an exclusive, convivial space in which to enjoy a cocktail or coffee, read a novel by the fireplace, or spin some vinyl from the eclectic collection that includes records from our Berwick Street store neighbours. Lavish and chic, The Nook is decorated with intricate Italian fabrics and vintage finds – including a 1970s Murano chandelier and a curated collection of vintage books.

THE DINING ROOM

Broadwick Soho’s eighth-floor private dining room offers an elegant backdrop for some of London’s most exceptional celebrations. The Dining Room is an inviting light-filled space with floor-to-ceiling windows, show-stopping art and a cosy fireplace. Seating up to 24 on one table, guests can be wined and dined with magnificent views of the city, reaching the London Eye, St Paul’s Cathedral and beyond. 

BROADWICK SOHO’S ART CURATION

Broadwick Soho features an amazing collection of famous artworks, including pieces by renowned artists like Francis Bacon, Bridget Riley, Andy Warhol, and William Turnbull. The hotel also has its own custom-made fragrance and candles developed with perfumier Azzi Glasser, giving it a unique scent. You can also enjoy a curated selection of music playlists that complement different areas and times of the day.

BROADWICK SOHO’S MASCOT

The elephant is a symbol of Broadwick Soho hotel. Elephants are intelligent and loyal animals with empathy and compassion. They are known for their emotional and social skills. Broadwick Soho aims to embody these qualities as a brand and a family business. You can find references to elephants throughout the hotel, including an elephant-shaped cocktail bar in the Suites, made from antique Indian brass. It was handcrafted by skilled artisans in Jaipur and commissioned exclusively for the hotel.

Written by Kai Lutterodt @the.soho.girl | Photo credit: Kai Lutterodt/My Soho Times

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