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Encouraging visitors to embrace their inner child, every aspect of Broadwick Soho is designed to inspire joy and connection. In a city as dynamic as London, Broadwick Soho stands out as a destination that invites both relaxation and adventure, reminding us that the spirit of play is ageless and essential for a fulfilling experience. Whether you're exploring the local art scene, enjoying a cocktail at the bar, or simply soaking in the atmosphere, this hotel embraces the idea that playfulness is a vital ingredient in the art of living.
Comfort, exceptional service, and relaxation are essential, but extraordinary hospitality goes beyond that. Great hotels don't just provide a place to stay - they create immersive experiences that make every visit memorable. They also embody the distinctive character and atmosphere of their surroundings. Stepping into the world of Broadwick Soho is truly captivating. Walking through the hotel's iconic pink door, one will be enveloped in an ambience buzzing with vibrant narratives and a symphony of emotions that marks the beginning of an incredible adventure.
Broadwick Soho also has a rather unique story to tell. The story begins - the hotel owner Noel Hayden’s father, Noel Sr, had an exciting start to life growing up in a travelling circus in Ireland before transitioning to pub work in West London in the 1960’s alongside his then-wife Jackie, a former circus performer. Together, they dipped their toes into real estate with some modest buy-to-let properties. In 1973, when their son Noel was just two years old, Noel Sr. took a leap of faith and borrowed money to purchase a 100-room seaside hotel in Bournemouth, which Jackie lovingly named the Mon Ami. Life was good. The family performed magic shows twice weekly, with a house comedian and band. After the shows, Noel Sr. would hypnotise his guests at the bar. Recounts Noel Hayden, "From age six, I played the role of a (sometimes reluctant) magician's assistant for my father twice a week, an experience I look back on with nostalgia and amusement. Growing up in that environment was truly unique - my parents had a great talent for creating a lively and welcoming atmosphere. I remember my bedroom opened onto the reception area, so the hotel's energy was always around me. I'd do my homework in the office while the hotel buzzed with activity. In the mornings, I had the important job of "head of toast," overseeing this fascinating machine that could churn out toasts for 250 people.”
Unfortunately, this charming English coastal gem struggled to keep afloat as affordable flights lured holidaymakers away to sunnier spots in southern Europe. The hotel business went under, leaving the family reeling from bankruptcy and challenging times. However, out of that struggle, Noel Hayden emerged with a fierce entrepreneurial spirit. He left school at 15 years old and has since amassed a fortune in the tech and gaming industry in and around Soho. 35 years later, Broadwick Soho is a love letter from the British entrepreneur to his family.
For the interiors, Noel Hayden's brief to the much-lauded Martin Brudniski was ‘To create a hotel that felt like it belonged to Soho, reflecting its rich history and heritage whilst also being seen as a place of fun and frivolity’. “This historic part of London that is all about loucheness, frivolity and fun. I really wanted to be transported into that," explains Brudnizki. “It needed to feel cosy and comfortable, unlike anywhere else in London. A unique bolthole like a home away from home but with the added benefits you'd expect from a five-star hotel. I wanted to create a feeling of joy, a sense of excitement and fun. A place where you can't help but smile when you walk through the front door, where you know you're going to have a great time whether you're staying overnight or just popping in for drinks and dinner. I took inspiration from Soho's "gritty glamour" and the diverse history of Soho, taking design influences from the jazz bars of the swinging 60’s and 70’s disco pop elements to British eccentricity, celebrating the fierce women who shaped its vibrant history - artists like Mary Fedden, who beautifully explored identity and place, and capturing Soho's artistic pulse. The famous and fabulous spirited fashion icon Molly Parkin, known for her eclectic style in the 60’s and 70’s art scene, and Muriel Belcher, the powerhouse behind The Colony Room, a legendary gay bar that was a beacon for creatives and the LGBTQ+ community, offering a safe haven during challenging times. These incredible muses significantly shaped our design approach, which we summarised as - "Studio 54 meets Your Godmother's Townhouse". We worked with this narrative throughout the hotel, across all the floors, to create a sense of cohesion and fun through a mix of materials, colours, and textures to encapsulate an eclectic look in a tribute to the vibrant essence of this iconic London neighbourhood." Brudnizki also introduces a melting pot of made-in-Italy items, honouring the history of Soho, known as the Little Italy of the 1970s - seamlessly interweaving Murano lighting, upholstered fabrics, Deruta ceramics and Carrara marble to playful fabrics, motifs and 250 pieces of British Modern Art distributed throughout the hotel.
Broadwick Soho is aesthetically compelling, richly layered, fun, and connected to a strong narrative. The adventure begins at an elegant, discreet (as discreet as a pink door manned by a doorman in a leopard print jacket can be!). You may still miss it. Much like the Tardis, the pink door transports you to another dimension that makes you smile. More is absolutely the look here, and the pink and pistachio, art-filled teeny tiny lobby, is completely charming. As soon as you enter, you know you will have a great time here! Minimalists may need adjust your eyes for a minute or two - Soho's newest hotel celebrates unadulterated maximalism - and it's giddying flamboyantly joyous!
Brudnizki, however, is not comfortable with the term ‘maximalism’. "An abundance of objects, he says, suggests a life well lived and stories collected. It isn't about noise but about narrative, and borrowing from Phyllis Morris, "minimalism," he agrees, is "for those with little to say".
And Broadwick Soho has much to say. " The art collection is significant and a big part of the hotel's story. There is an eclectic mixture of artists and artworks. From old masters to contemporary works, flea market finds, to leading London galleries, highlights include pieces by Bridget Riley, Elizabeth Peyton, Francis Bacon and Sir Frank Bowling but the most precious piece is undoubtedly the photograph of the family at Mon Ami in the 80’s performing a magic act attired in shimmering diamanté tuxedos.
As for the rooms, Diane von Furstenberg captures and defines the room's essence: "When you get into a hotel room, you lock the door, and you know there is secrecy, luxury, and fantasy. There is comfort. There is reassurance." You can party as much as you like, but returning to your room is a tranquil oasis. I love that you can open the glazed doors to let the outside in and listen to the hub of Soho. (It's always good to know where you are in the world) knowing you can close them and tranquillity will be restored. The rooms may be lighter in feel, but no detail has been overlooked. Check out the bed legs!
The hotel flows from one exciting, captivating space to another. At the pinnacle, the art deco-influenced rooftop architecture is a triumph. ICA, known as one of the world's leading hotel architecture and design practices, took inspiration from the 1920’s warehouse buildings in the neighbourhood, topping the building off with an opulent golden crown - and it's her where you will discover the private dining room complete with the Andy Warhol Shoe collection, once owned by David Bowie, and below, the enchanting rooftop bar, Flute, a hidden gem that feels like your own secret hideaway. Its lush wrap-around terrace envelops you in the vibrant ambience of Soho above the bustling streets below. This vibey space wows with a stunning oval onyx-topped bar, surrounded by chic red cocktail chairs and a dazzling mirror-tiled ceiling that adds to the glamour. In one corner - at the owner's request - scallop-shell footlights illuminate a tiny stage where a wonderfully kitsch tessellated golden curtain conceals a DJ booth. Flute totally captures the essence of Soho's energy - it's perfect for sipping cocktails and soaking in the dynamic atmosphere!
Two other equally fabulous venues are named after Noel’s' mum, Jackie: Bar Jackie with a street terrace and Dear Jackie - a deliciously decadent, intimate room with red walls and comfy booths in the basement, Murano lighting and a mix of traditional majolica and cheeky hand-painted plates and majolica dining tables created in Italy by a family business. Food is, of course, as you would expect, sublime and Italian - Jackie’s favourite and a nod to the area's Italian roots. “Involving my mother was essential; naming venues after her honours her resilience and pivotal role in our family's journey. Telling her, "We're back in business," filled me with pride, and she felt the same joy. Jackie tells me, “It's the most beautiful hotel I've ever seen, and having two restaurants named after me is an incredible honour."
”Being deeply involved in this project allowed me to bring in elements that are meaningful to me and my family while also creating a space that feels uniquely suited to Soho's dynamic atmosphere. Every time I enter Broadwick Soho, I feel a deep sense of accomplishment and connection.”
The hotel's logo is an elephant, chosen for its loyalty, intelligence, family values, and empathy can be seen in various guises, starting at the entrance, where a brass elephant knocker adorns the pink door to a pachyderm-shaped cocktail bar in some of the suites made in Jaipur from antique Indian brass. Just as the saying goes, an elephant never forgets - nor will we! The Broadwick Soho is luxurious, fun, and fabulous. It feels like your very own pied-à-terre in the city and makes you feel oh so good!
