Broadwick Soho – A flamboyant eccentric but very seductive hotel

ByAndrea Thompson

November 23, 2023
This townhouse styled hotel which opened in November 2023, comprising of 57 rooms and suite, restaurant, bar and private dining room was the childhood dream of gaming entrepreneur Noel Hayden and a group of friends. This townhouse styled hotel which opened in November 2023, comprising of 57 rooms and suite, restaurant, bar and private dining room was the childhood dream of gaming entrepreneur Noel Hayden and a group of friends. 

This townhouse styled hotel which opened in November 2023, comprising of 57 rooms and suite, restaurant, bar and private dining room was the childhood dream of gaming entrepreneur Noel Hayden and a group of friends.

The aesthetic of the hotel was designed by Martin Brudnizki (whose previous work included Annabel’s) and captures the magic (his father being a magician) and nostalgia of Hayden’s family home, Mon Ami in Bournemouth.

His family are referenced throughout the property with images from the family albums, family treasures like tote bags and matchboxes adorning the walls as part of the art collection and even the restaurant is named after his mother, Dear Jackie.

The hotel has its own smell as you walk in which has been custom made in partnership with Azzi Glasser and the candles smell wonderful throughout with hints of tuberose, black oud and artemisia.  Soft mellow music plays in the background which apparently is a bespoke playlist created to compliment different areas of the hotel at different times of the day.  A collection of classic tunes and also showcasing up and coming talents.

Throughout the hotel you will notice elephants everywhere.  This is the Broadwick Soho’s logo and from which the business takes its inspiration.  Elephants are known to be extremely intelligent, loyal, empathic, and compassionate.  These are the values the business aspires to emulate.

There is a private dining room on the eighth floor and a resident only lounge, The Nook with a cosy fireplace, vintage Italian decoration and furniture, 1970’s Murano glass chandelier and a vinyl collection and record player for the guests to use, kindly looked after by the local record shop.

“Flute” is the rooftop bar, an ever changing cocktail menu and dining area which leads to a wraparound terrace with stunning views of London, named in homage to the 19th Century flute maker who lived at the property.  The central point being an onyx-topped bar, animal print furnishings, cork walls, mirrored ceilings and not to forget the palm leaf carpet all of which sounds far too busy but in fact, gives a glamorous homely if not eccentric feel.

The restaurant, Dear Jackie named after Hayden’s mother serves classic Italian but with a modern twist.  Lined with plush booths, red silk walls that give an intimate atmosphere but also mixes elegance with good old school disco.

Each of the 57 rooms have their own personality and are finished with vibrant animal prints or geometric patterns complimented with a perfectly blended soothing colour hue.  All have individually selected artwork from artists such as Francis Bacon, Andy Warhol and Willian Turnbull to name a few.  Large natural light windows, custom designed beds with Frette bedlinen and all the usual amenities one would expect such as TV, WiFi, mini bar etc.

The suite contains an impressive commissioned piece, a handmade elephant shaped cocktail bar.  Crafted by local skilled craftsmen in Jaipur from Indian Brass.

Bathrooms are quirky with marble tops, walk-in rain showers and luxury amenities by Ortigia, some even contain freestanding tubs.

Overall, although quite pricy with rooms starting from around £500.  It is still less than nearby hotels and with its perfect central location, happy chatty staff, provides a wonderful customer experience and I cant wait to go back again.