A glorious luxury hotel, created by a group of friends, to open in the heart of London’s Soho
As seductive and characterful as its historic location, Broadwick Soho is an independent luxury hotel in the heart of London’s West End that’s set to open its doors in November 2023. Broadwick Soho channels the grit, glamour and wild energy of London’s most storied neighbourhood into an opulent contemporary 57 room retreat (including nine Suites and one Penthouse), with an offer of impeccable service and quality, under the watchful eye of General Manager, David Monson. Conceived by a group of friends, this glorious hotel perches on the corner of Broadwick Street and Berwick Street in a truly unbeatable and iconic location.
Soho, with its 90 intricate and colourful streets packed into one square mile, has been the heartbeat of the city for centuries and is a brand name in itself. Soho has character, soul and history. Broadwick Soho stands tall in the heart of the neighbourhood, and draws inspiration from the community, essence, and spirit of its surroundings.
Enticingly flamboyant, Broadwick Soho’s townhouse aesthetic was created by world-renowned interior designer Martin Brudnizki, of Annabel’s, The Beekman and Scott’s Restaurant fame. Artfully infusing a range of inspirations, from Jazz Age opulence to travels around Italy, with a dash of English eccentricity and a sprinkling of Disco fabulousness, Broadwick Soho is a feast for the senses that blends glamour and comfort in equal measure.
The eclectic range of restaurants and bars within Broadwick Soho offer something unique for every time of day and for every occasion. Dear Jackie, the hotel’s flagship lower-ground restaurant, serves classic Italian gastronomy with a modern twist – and a decadent atmosphere. At Bar Jackie, Broadwick Soho’s vibrant street-level café, both hotel guests and passers-by can enjoy a barista-made coffee or evening aperitivo. The resident-only lounge, The Nook, offers a relaxing escape just moments from Soho’s hustle, with a fireplace and vinyl player for guests to enjoy. Broadwick Soho’s rooftop dining bar and terrace, Flute, has been pegged as the ‘crown jewel’ of the hotel for good reason, offering show stopping décor and incredible views over the rooftops of London. Sitting just above, is an eighth-floor private dining room; a truly unique space with floor to ceiling windows, showstopping art and a cosy fireplace. The Dining Room is set to entertain the most glamorous of London’s dinners and parties.
The group of friends who have conceived Broadwick Soho are committed to providing impeccable service and creating memorable experiences for every guest.
The property’s owner, Noel Hayden, spent his childhood years living at his family’s hotel, Mon Ami, on the UK’s south coast in Bournemouth. Owned and managed by his mother Jackie and his father Noel Snr, a magician and true showman, Mon Ami saw many successful and memorable years, before closing its doors in 1988. Today, 35 years later, Broadwick Soho is a love letter from Noel to his family and is the culmination of a long-held personal dream to open his own luxury hotel in Central London.
The essence of the hotel is inspired by the magic and nostalgia from Mon Ami, combined with the history and vibrancy of Soho, and nods to Noel’s family are referenced throughout. Noel’s beloved mother, Jackie, inspired the name of the restaurant Dear Jackie and vintage images from Noel’s family photo albums form part of the hotel’s art collection and adorn items including tote bags and matchboxes.
Joining Noel in bringing Broadwick Soho to life are his friends Jo Ringestad, Joshua Gardner, Andrea Gelardin and Jamie Poulton.
Managing Director Jo Ringestad and Executive Director Joshua Gardner bring their expertise in hospitality to ensure that every aspect of the hotel is executed flawlessly. Creative Director Andrea Gelardin infuses the property with a vibrant and captivating lifestyle appeal and Jamie Poulton, Non-Executive Director (and co-owner of iconic Soho restaurant Randall & Aubin), provides valuable Soho knowledge and insight.
Each of Broadwick Soho’s 57 exquisitely appointed rooms and suites is a serene and restful sanctuary. 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 colour scheme and 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.
Comfortable and full of charm, the rooms are equipped with all the modern technology that today’s traveller expects, including complimentary high-speed Wi-Fi and state-of-the-art in-room entertainment. Large windows allow natural light to flood in, while heritage-inspired herringbone floors and tassel-trimmed furniture conjure a welcoming, home-from-home feel.
The bathrooms are playful yet sophisticated with chic marble wash-tops, walk-in rain-showers and sustainable luxury amenities by Ortigia. Some suites also feature free-standing bathtubs for guests to unwind above the busy streets of Soho below.
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.
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.
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.
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 boasts a spectacular collection of artworks throughout the property. An eclectic mix of some of the world’s most sought-after iconic works can be spotted, including pieces by the likes of Francis Bacon, Bridget Riley, Andy Warhol, and William Turnbull, amongst other vintage relics and exciting emerging artists’ pieces from Faye Wei Wei and Casey Moore to name a few.
Custom-made Broadwick Soho scent and candles 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.
The property’s curated music playlists feature a combination of classic familiar sounds, as well as London’s more modern up and coming talent. Seasonal playlists are created bespoke to complement the different areas of the hotel and the music has been specifically selected to accompany the different times of the day.
BROADWICK SOHO’S MASCOT
The elephant is part of Broadwick Soho’s logo and is the symbol of the hotel. Elephants are extremely loyal and intelligent animals with empathy and compassion. They are well known for their emotional and social skills and are true family animals. They are affectionate and conscientious with incredible memory and recognition. These are attributes and values that Broadwick Soho aspire to emulate as a brand and as an independent family business. Guests will find references to elephants throughout the hotel. Most impressively, the elephant is 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.
Rooms start from £595 including VAT and breakfast.