The circus elephants have officially entered the room, or rather, the heart of Soho. While the exterior may exude an atmosphere of fun and amusement, what can we anticipate from the interior of this new luxurious hotel in Soho? Our editor, Kai Lutterodt, reveals more compelling details!
Step Right This Way!
Last week, I had the privilege of being invited to an exclusive preview tour of Broadwick Soho ahead of its official opening on the 15th November. I have closely observed the transformation of this establishment from a partially demolished façade to a luxury hotel. And let’s face it, Soho can sometimes feel like one big vibrant circus, so the introduction of two giant elephants, one a magician and the other a juggler, on the exterior above ‘Soho Broadwick Soho‘ in neon lights, seems to be a fitting addition to the atmosphere. What you may not know however is that these elephants hold a special significance as they pay homage to the owner’s father, who started his career as a circus performer.
Broadwick Soho exterior with elephant mascots | Photo credit: The Soho Girl
Broadwick Soho’s Mascot: The Elephant
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. The symbolism extends across the brand, including elephant pins proudly worn by members of staff, 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.
As much as I loved my exclusive visit and couldn’t wait to share my visit with our readers and social media followers, there was a catch: practically everything was under embargo. It did however mean I could fully immerse myself in the guided tour experience.The hotel truly lives up to its promise of opulence and is brimming with character, much like the vibrant Soho neighbourhood it has chosen as its home. Picture an encounter between a refined eccentric aunt and the imaginative designs of Vivianne Westwood.
I can’t fault the expertise that has gone into creating the masterpiece that is Broadwick Soho. I did, however, feel it was missing some visual significance to locals, beyond Soho as a brand name. Considering the abundance of creative talent in this lively district, it is somewhat surprising that the venue has not yet tapped into this valuable resource. As a fellow Soho creative myself, I strongly believe that it is essential for businesses to actively engage with and foster partnerships with local grassroots independents in order to truly embody the spirit of this community. Don’t know where to find such individuals? Well, this is where my extensive black book, built over 20 years of living in the area and running Soho’s lifestyle magazine, comes into play! To toot my own trumpet (as the elephants would), I am well-connected and can facilitate these collaborations, which would undoubtedly elevate any Soho business’ reputation as a genuine partner within the local creative scene.
Now, I bet you’re curious to see what’s inside? Well, I come baring great news. Here’s a glimpse into the interior of Broadwick Soho!
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.
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 colour 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 also 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.
Broadwick Soho opens to the general public on Wednesday 15th November. Will you be making a reservation? 20 Broadwick Street, London, W1F 8HT
Written by Kai Lutterodt @the.soho.girl | All interior photos courtesy of Broadwick Soho. Exterior photos: Kai Lutterodt/My Soho Times
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