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Broadwick Soho is now open in the heart of London’s West End

  • Broadwick Soho

A luxury hotel, created by a group of friends, is now open in the heart of London’s Soho.

LONDON – As seductive and characterful as its historic location, Broadwick Soho is an independent luxury hotel in the heart of London’s West End that has opened its doors to guests and travelers alike. Broadwick Soho channels the grit, glamour and wild energy of London’s most storied neighborhood 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 colorful 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 neighborhood, 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 Budinski, 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 cozy 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 PoultonManaging 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. 

Guest rooms 

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 color 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 traveler 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.

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