Could The Broadwick Soho Be London’s Most Whimsical 5-Star Hotel?

Photo Credit: Broadwick Soho

 A Stay At This Soho Paradise Leaves You Feeling A Bit Like Alice In Wonderland… In A Good Way

It’s hard to play favorites when it comes to hotels, but (dare I say it) Broadwick Soho already has a special place in my heart. This independently-owned luxury hotel, which officially opened its doors last November, is a character within itself.

Photo Credit: Broadwick Soho

It easily channels the grit, glamour, and wild energy of London’s most storied neighborhood, but in an opulent way, thanks to the interior stylings of Martin Brudnizki, of Annabel’s, The Beekman, and Scott’s Restaurant fame. Under Brudnizki’s watchful eye, the 57-room hotel (inclusive of nine suites and one penthouse) comes alive — albeit with a jumble of inspirations, from Jazz Age opulence to travels around Italy, with a dash of English eccentricity and a sprinkling of Disco fabulousness, — that all work harmoniously here, revolving around the symbol of an elephant, Broadwick’s Soho’s unofficial “mascot” [and which is best represented within the hotel’s suites, in the form of an elephant-shaped cocktail bar made from antique Indian brass, handmade by local skilled craftsmen in Jaipur and
commissioned exclusively for the hotel].

Photo Credit: Broadwick Soho

 The hotel is seriously charming, and perhaps that’s because it’s independently owned by a group of friends, so not tied to restrictions. But please don’t mistake independence for a decrease in service: the service here is impeccable, elevated, and — frankly — better than many of the world’s top rated, five-star hotel chains. The group of friends in question include owner Noel Hayden, who spent his childhood years living at his family’s hotel, Mon Ami, on the UK’s south coast in Bournemouth (whose mother, Jackie, inspired both the hotel’s signature eatery and bar). Co-owners include his friends, managing director Jo Ringestad, executive director Joshua Gardner, creative director Andrea Gelardin, and non-executive director Jamie Poulton, who also co-owns the Soho restaurant Randall & Aubin.

Photo Credit: Broadwick Soho

That charm, that  camaraderie the friends have developed together, can be found everywhere at Broadwick Soho, but we’ll start with the rooms for the purpose of this review. All feature bespoke furniture and individually selected artworks, with high-quality finishes throughout. Rich geometric patterns and vibrant prints are complemented by a soft and soothing color scheme, as well as the artful layering of different materials, textures and styles. Custom-designed beds, sumptuous bedlinens, and bespoke amenities add an extra dash of opulence to each room.

Photo Credit: Broadwick Soho

Large windows allow natural light to flood in, while heritage-inspired herringbone floors and tassel-trimmed furniture conjure a welcoming, home-from-home feel. But it’s the extra touches that make the rooms memorable: leopard-print wallpaper in the bathrooms, beds held up on frames made of golden hands, ice-green glass mirrors that just demand you say “mirror, mirror on the wall” (and you’d have the answer to who is the fairest of them all. Suites feature free-standing bathtubs, while rooms include walk-in rain-showers and sustainable luxury amenities by Ortigia. Even the amenities are clever and usual — instead of the traditional water bottles and fruit plate, I was presented with a jar full of jellybeans and a clever pink-and-white-striped candy bag for on-the-go sweet snacking.

Photo Credit: Broadwick SohoIt’s art program is also sublime. an eclectic mix of some of the world’s most sought-after iconic works are within touching distance, including pieces by the likes of Francis Bacon, Bridget Riley, Andy Warhol, and William Turnbull, as well as pieces by emerging artists such as Faye Wei Wei and Casey Moore. There’s even a custom-made Broadwick Soho scent and candles that can be found throughout the hotel, developed in partnership with renowned perfumier Azzi Glasser, filling the air with rich scents of tuberose, black oud, and artemisia.

Photo Credit: Broadwick Soho

Then, there’s the venues. It’s rooftop bar, Flute, is a treat, with some epic views of London below and beyond. In the 19th century, Broadwick Street was home to a noted flute-maker, who inspired its name. Inside, the décor combines cocooned comfort with maximalist glamour – think 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 — in keeping with the hotel’s ethos — with friends.

Photo Credit: Broadwick Soho
Dear Jackie, which is hidden on the lower-ground floor, 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 fine wines.

Photo Credit: Broadwick Soho

Meanwhile, Bar Jackie, the little sister of Dear 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. According to the property, “everybody has their Jackie: a personal icon that embodies fun, fabulousness and joy.” This 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.

Photo Credit: Broadwick SohoAt The Nook, Broadwick Soho’s residents-only ground floor lounge, hotel guests receive 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.

Photo Credit: Broadwick Soho

Needless to say, there’s a lot to love here… and I do. 

Broadwick Soho is located at 20 Broadwick St, London W1F 8HT