Room Service: Broadwick Soho, London

Elegant yet mischievous, Broadwick Soho has all the panache you’d expect from a boutique hotel in Soho with a luxe edge. Owner Noel Hayden dreamed up the 57-room hotel with a group of friends before it was boldly imagined by celebrated designer Martin Brudnizki, known for his eccentric designs for the likes of Le Grand Mazarin in Paris and decadent members’ club Annabel’s in neighbouring Mayfair.

Here in Soho, the hotel was intended as an ode to the spirit of a neighbourhood once synonymous with decadent late nights and its colourful crowd of artists, actors, grifters and gangsters. In recent years, Soho’s storied square mile has seemed at threat from rising rates and the arrival of private residences and big-name chains. Yet Broadwick Soho’s opening in 2023 stands proud as one of a string of newcomers aiming to reclaim something of Soho’s grit and glamour.

For Hayden, the hotel is a love letter to his family: his parents ran the Mon Ami hotel in Bournemouth, where Hayden helped out in his youth. Nods to his family can be found in the restaurant and all-day brasserie named after Hayden’s mother Jackie, as well as the elephant theme running throughout the hotel, from embroidered wallpapers to embossed door handles. The animal, which is said to never stay from its herd, symbolises the hotel’s family-run roots.

Location and vibe

Broadwick Soho sits at the buzzy crossroads of Broadwick and Berwick Street, home to a myriad of fabric shops, record stores, indie restaurants and bars, and the street-food stalls of Broadwick Street Market – one of London’s oldest. On arrival, guests are welcomed with a grand pink front door, framed by a red awning and a happy mish-mash of potted plants and flowers. Inside, guests (we spotted plenty of well-heeled couples and excited girl gangs during our visit) are greeted by the sort of playful staff that you’d happily share a cocktail with, dressed in leopard-print waistcoats and velvet bow ties. The lobby feels like stepping into a particularly stylish living room – sage green walls clad with custom artworks, accent chairs, antique chandeliers and a marble front desk topped with fresh blooms. From here, every inch of space is a riot of colour, pattern and texture.

Rooms

Across all 57 rooms (including nine suites and a super sexy penthouse), a maximalist palette of patterned wallpapers and luxurious textures is soothed by natural light spilling in from floor-to-ceiling windows with glorious views over the West End. We stayed in a deluxe room, where a calming coastal artwork by London-based artist Laura Gee took pride of place above a king-sized bed with a scalloped headboard. Mirrored bedside tables came equipped with staple books from Assouline’s travel collection and nostalgic classics like AA Milne’s Winnie-the-Pooh.

In the bathroom, a rainfall shower was kitted out with Ortigia toiletries, while a fluffy robe and Dyson hairdryer were on standby for a post-shower pamper. Other details like a digital tablet loaded with a hit-list of nearby food, drink and cultural spots make for a memorable stay.

Food and drink

Tucked away on the lower-ground floor, low-lit restaurant Dear Jackie is headed up by chef Harry Faddy (formerly of Aquavit London) and serves modern Sicilian fare among plush banquettes, hand-painted ceramic tables and Murano lighting. We recommend opting for the shellfish risotto, all prawns and baby squid drenched in Sicilian lemon, while an Italian focus continues onto the wine list. Upstairs, all-day brasserie Bar Jackie is where breakfast is served, where a more relaxed vibe extends onto a streetside terrace.

Rooftop bar Flute has a 1970s disco-chic finish with mirrored ceilings, cork walls and pink curtains that centre around a gold bar. The outdoor terrace flaunts sweeping views of London’s landmark-studded skyline. A signature cocktail menu takes inspiration from legendary films shot in and around Soho; the refreshingly zesty Night and the City (named after the 1950 film noir) got our vote, mixed with citrus vodka, lemongrass, raspberry and pink grapefruit soda. On Wednesdays and Saturdays, a dynamic live events programme features a rotation of emerging and established artists, from musicians to DJS – during our visit DJ Amazonica took over the decks with her mix of gothic, trap and emo music, while east London pop-soul newcomer Nahli was set to make her debut after we checked out.

Amenities

Rooms are armed with a minibar stocked with all the essentials that you’d need to kickstart a night in Soho: cocktails courtesy of Strongman’s Tipple, Noam beers, and mini bottles of Patrón tequila, Sipsmith gin and Black Cow Vodka – and that was just the top shelf of our fridge. There’s a nifty hangover kit on hand to rejuvenate you come sunrise, you’re in Soho after all. While the truffle crisps, mixed nut bags and solid stash of sweet treats might be tempting, it’s worth noting that these come at an extra cost. Thoughtful extras like fitness mats, tote bags and umbrellas can be found in the wardrobe.

On the ground floor, a residents-only 24-hour lounge is a great spot to curl up with a book beside the open fire, or for sipping  a late-night tipple and spinning a record on the hi-fi turntable – choose from a hand-picked vinyl collection from neighbouring record shops Rough Trade Soho, Sister Ray and Reckless Records.

Accessibility

Six rooms are adapted for reduced mobility and are fitted out with grab bars and assistance alarms. There’s step-free access to all eight floors of the hotel.

Sustainability credentials

Transfers are organised with electric cars, and guests are encouraged to explore the city on foot with a handy map. There’s an e-bike docking station perfectly positioned right outside, too. Typical good practices are in place, including no single-use plastics in the rooms, however it is worth noting that toiletries are single-use and bottled water is imported from Italy.

From 476 GBP per night, broadwicksoho.com

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