Get ready to settle into a stylish new hotel in the British capital.
Set in the heart of London’s West End, the Broadwick Soho is slated to open in November as a 57-room boutique hotel, including nine luxurious suites and a penthouse. Its townhouse-like aesthetic was created by renowned interior designer Martin Brudnizki, who’s behind popular spaces like New York’s Beekman Hotel and London’s private members’ club Annabel’s.
The property’s owner, Noel Hayden, was raised in his family’s hotel, Mon Ami, in Bournemouth on the U.K.’s south coast. It was a success for years, but closed its doors in 1988. Thirty-five years later, the Broadwick Soho is meant to be a love letter from the British entrepreneur to his family. Hayden teamed up with a group of friends to bring the property to life, including Jo Ringestad as its managing director, Joshua Gardner as executive director, Andrea Gelardin as the creative director, and Jamie Poulton as the non-executive director.
Inside, the hotel’s design blends Jazz Age opulence, Italian flair, and English eccentricity. Each guest room has its own design and features bespoke furniture and handpicked artwork. Geometric patterns and vibrant prints are complemented by a soothing color scheme, as well as a tasteful combination of textures and materials. The custom beds are topped by luxe bed linens, next to bathrooms with marble wash-tops, walk-in rain showers, and toiletries by the Sicilian brand Ortigia. Each of the suites has an elephant-shaped cocktail bar that nods to the property’s mascot.
An eclectic range of on-site bars was created to offer something for everyone. Dear Jackie, the hotel’s flagship restaurant, will offer Italian dishes with a modern twist. A street-level café dubbed Bar Jackie caters to both hotel guests and those passing by. The resident-only lounge, named The Nook, provides a relaxing escape from Soho’s buzzy streets with a fireplace and a record player you can use. Flute, the rooftop dining bar and terrace, has a scenic view of the London cityscape. And one floor above sits The Dining Room, a private eighth-floor space with unique art, a fireplace, and tall windows that you can book for events.
Speaking of art, you can expect to find a good selection on display around the property including works by names including Francis Bacon, Bridget Riley, Andy Warhol, and William Turbull. To create an even more unique atmosphere, renowned perfumer Azzi Glasser was tapped for a custom-made Broadwick Soho scent and candles you’ll notice throughout the hotel.
You can make reservations to stay at Broadwick Soho now via the hotel’s website. Rooms start at $750 a night with dates available from November 1.