Pink elephants in bow ties hover above a red awning, greeting visitors to Broadwick Soho London with a cheeky nod to the neighbourhood’s flamboyant character. This 57-room boutique hotel has quickly established itself as one of the most talked-about openings in the English capital, bringing a refreshing burst of colour and personality to one of London’s most iconic districts. Broadwick Soho London stands as a testament to the area’s creative spirit and unbridled energy.
Broadwick Soho London: a love letter to vibrant spirit
Martin Brudnizki’s design for Broadwick Soho London pays homage to the area’s rich history while infusing it with contemporary flair. The interiors are an artful cacophony of colours, textures and patterns that somehow work in perfect harmony. Green and gold panelling adorns the walls, alongside original works by Francis Bacon, Bridget Riley and Andy Warhol. Aquamarine wallpaper embroidered with elephants and tigers creates a playful backdrop in the guest rooms, complemented by cherry pink fabrics and gleaming gold accents.
This exuberant aesthetic was inspired by owner Noel Hayden’s childhood memories of his family’s Bournemouth hotel, resulting in spaces that feel both nostalgic and thoroughly modern. The hotel manages to capture Soho’s unique energy – the pulsing nightlife, creative spirit and unapologetic eccentricity that defines the neighbourhood.
Four distinctive dining and drinking destinations
Broadwick Soho London offers a quartet of culinary experiences, each with its own distinctive character. Bar Jackie, the street-level café-bar-terrace, serves breakfast until 11am before transitioning to a casual aperitivo menu perfect for people-watching. The space flows seamlessly between indoor and outdoor areas, creating a lively atmosphere regardless of London’s notoriously fickle weather.
For those seeking elevated views and cocktails, Flute delivers Soho’s newest rooftop experience. Pink accents, animal prints and vintage Seventies chandeliers create a celebratory atmosphere, while a gold sparkly DJ booth hints at the evening’s possibilities. The wraparound terrace provides the perfect vantage point for taking in Soho’s bustling streets below, cocktail in hand.
Dear Jackie, the hotel’s signature restaurant, occupies the lower ground floor. This sultry, dimly lit space specialises in Italian cuisine, offering a sophisticated dining experience that draws inspiration from the trattorias of Rome. The menu focuses on seasonal ingredients and traditional techniques, resulting in dishes that are both comforting and refined.
Completing the quartet is The Nook, an intimate fire-lit drinking den exclusively for hotel guests. This cosy retreat provides the perfect setting for a nightcap after exploring Soho’s endless entertainment options.
Rooms designed for comfort and character
Guest rooms at Broadwick Soho London start from £600 per night – a premium price point that reflects both the prime location and extraordinary attention to detail. Each room at Broadwick Soho London features individual works of art and thoughtful touches like handcrafted brass elephants made by artisans from Jaipur.
The bathrooms are equally impressive, stocked with luxurious toiletries from Italian brand Ora. Modern amenities include free movies on demand, but it’s the distinctive personality of each space that leaves the strongest impression.
For those seeking an even more indulgent experience, the hotel offers a range of suites including Junior Suite, Family Suite, Broadwick Suite, and the ultimate splurge – The Penthouse. Each offers additional space and elevated design elements while maintaining the playful spirit that defines the property.
Sustainability meets luxury
Broadwick Soho London demonstrates that luxury and environmental responsibility can coexist harmoniously. The hotel has implemented several green initiatives, including a ban on single-use plastics and the availability of electric car transfers. Guests are encouraged to explore the neighbourhood by bicycle, and suppliers are carefully assessed for their sustainability credentials.
Broadwick Soho London is a fantastically fun addition to the capital’s hotel scene. It embraces the neighbourhood’s vibrant character while creating something entirely new – a design-forward destination that practically demands visitors loosen up and settle into Soho’s rhythm.
For travellers seeking an authentic London experience with a hefty dose of style, Broadwick Soho delivers. It’s not just a place to stay; it’s an experience that captures the essence of one of London’s most beloved districts.
