Where To Stay

Broadwick Soho

Opened in November 2023, Broadwick Soho is a boutique gem at the corner of Broadwick and Berwick Streets, a vibrant homage to Soho’s theatrical and bohemian spirit. Created by hotelier Noel Hayden and brought to life by designer Martin Brudnizki, the hotel is a joyful celebration of maximalist glamour, inspired by Hayden’s memories of his parents’ flamboyant Dorset hotel. Expect pink top-hatted elephant sculptures, mirrored ceilings, bold animal prints, and a curated art collection that reflects Soho’s eclectic energy.

Soho

57 Units

Opened in 2023

55 minutes via car from LHR

Closest Underground Station: Tottenham Court Road and/or Piccadilly Circus

2 Restaurants & 2 Bars

Does not offer traditional high-tea

No fitness studio

No Spa

Winner of Disruptor of the Year at The Times & The Sunday Times Best Places to Stay Awards 2025, recognizing its bold, unconventional approach to hospitality.

Pascale's Insights

Why

Bold, playful, and unmistakably Soho, Broadwick captures the neighborhood’s energy through layered design and rich character.
Martin Brudnizki’s interiors balance comfort with drama, from pastel-patterned rooms to whimsical design details throughout.
In the heart of Soho’s cultural scene, it’s steps from theaters, music venues, and nightlife, yet feels like its own world once inside.

Now You Know

The design is deeply personal, with nods to the owner’s show-business roots and artwork by icons like Warhol and Bacon.
The hotel’s social spaces are a major draw, from Dear Jackie and Bar Jackie to The Nook and Flute, the rooftop bar.
Music and atmosphere are central to the experience, with DJ sets, vinyl touches, and a playful sense of surprise throughout.

Our Two Cents

An upper-floor corner room is worth requesting for extra light, city views, and the hotel’s signature design details.
Flute is a must for rooftop cocktails, it’s playful, glamorous, and very Soho.
Best for clients who want style, energy, and a stay that feels more like a scene than a sanctuary.