Samantha Laurie enjoys a blast of bohemian glam at the Broadwick Soho
OUR VERDICT
The location is straight out of a Hugh Grant movie.
Slap bang in the centre of Soho on the corner of Broadwick Street, this 57-room pretty boutique hotel is surrounded by centuries-old pubs and theatres and the bustling Berwick Street food market.
Its busy street-level diner spills out onto the pavement; liveried doormen in silver animal print jackets beam from the entrance porch. On a bright summer’s day, it’s positively bursting with kerb appeal.
But what you might expect from the front – a quintessential English chic – is quickly inverted. Inside, it’s like walking into a fairytale of colour, art and magic; a heady swirl of 1970s disco-chic, bold animal prints, Warhol paintings, circus showmanship and Italian romanticism.
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Opened two and a half years ago by tech entrepreneur Noel Hayden, the design was inspired by his extraordinary childhood as the son of a circus entertainer and magician brought up in a 1970s seaside hotel.
Together with a group of friends, he put together a concept for a hotel that would capture the flamboyance of his own personal story and the grit and community spirit of Soho’s history
He brought in Swedish architect and renowned maximalist, Martin Brudnizki who describes the brief as “Studio 54 meets your grandmother’s townhouse." It’s a masterclass in eccentricity: hand-drawn tableaus of elephants, tigers and exotic animals, whimsical plate drawings of sex, food and royalty – “all the main concerns in Soho,” explains a member of staff – and plush Italian fabrics are smoothly stitched together to create a sense of opulence and fun.
FIRST IMPRESSIONS
The small reception is full of customers when we check in, but there’s so much to look at that it’s like waiting inside an art installation. The hotel has over 300 pieces of art, including stiletto illustrations by Andy Warhol from his years as a commercial shoe illustrator and several pieces from the Bowie estate.
The lights are very low in the reception. It's mid-afternoon on a bright sunny day, but I can barely see the check-in info. I blame my eyesight until we meet another guest navigating the hallways with a phone torch. Thankfully, the rooms themselves are bright and full of sunlight.
Broadwick Soho
THE ROOMS
It’s no surprise to learn that one of Noel’s friends and co-founders was a luxury hotel inspector. Everything in the bedroom is pitch perfect: a big king bed with crisp white linens, two pillows a piece and no scatter cushions (hurrah!).
There are two simple chairs and a coffee table, a moodily lit brass drinks cabinet and a quirky trompe d’oeil wardrobe. Warm wooden floors and a big colourful rug give it a homely residential feel.
All the accessories are top quality – a Dyson hairdryer, tubes of Sicilian Ortigia Florio toiletries, a gift bag of sweets and biscotti. There’s even a yoga mat in the wardrobe.
Broadwick Soho
Everything has been passed through a fine filter. In the bathroom, a tiled shower seat and chunky solid fittings shout common sense, while Italian crystal lights, beaten silver accessories and animal print wallpaper bring a glitzy glamour.
Broadwick Soho
FOOD AND DRINK
There are four distinct eating areas – all-day diner Bar Jackie, restaurant Dear Jackie, rooftop cocktail bar Flute and a private dining room on the top floor, as well as a beautiful residents-only area, The Nook, where you can have food and drinks served.
Street-level Bar Jackie pays tribute to Noel’s mother and her love of all things Italian. With its retro high stools, natural light and chatty vibe, it’s a popular spot for breakfast and brunch.
Broadwick Soho
On the seventh floor is cocktail bar Flute, with a wraparound outdoor terrace full of plants and eclectic garden furniture and a glamorous mirrored ceiling private-members-club vibe. It's fast-becoming one of the capital's must-visits for early evening cocktails (£20-25) and by 6.30pm is loud and buzzing with well-groomed young people.
This summer (from June 25 to Aug 31), there’s a seasonal residency by luxury Marrakech hotel El Fenn, which promises a lantern-lit restyle and grazing menu of smoked aubergine zaalouk, crisp lamb briouats, charcoal-grilled octopus and more. With it comes a rotating roster of DJs and musicians blending North African rhythms with desert blues.
Broadwick Soho
The hotel’s main restaurant, Dear Jackie (named after the love letters Noel’s father wrote to his mother), is again inspired by Italy, but with a very different décor. It’s a feast of plush velvet booths, hand-painted tiled tables and red silk walls. Situated on the lower ground floor, there’s no natural light, which feels slightly strange on a sunny early evening, but the dolce vita design creates an intimate romantic feel.
The Italian-inspired menu is short, simple and focused on quality ingredients. We opt for tuna crudo with cured roe, citrus and springtime Italian greens, agretti (£23) and a stand-out extra-large diver scallop served with champagne sauce, trout roe and finger lime (£26). It’s a steep price for a single scallop, but it’s one of the most delicious I’ve ever tasted.
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For a main course, I choose the halibut (£44) served with mussels, beans and wonderfully salty sea vegetables, and a side serving of fried rosemary ratte potatoes (£9) and asparagus (£15). Scottish Lobster Linguine comes in at £56, with a lovely sweet and tender flesh and intensely tomatoed spaghetti.
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A night here can feel like several – there’s so much design wizardry and brilliance to appreciate.
My favourite spot of all is The Nook.
On the ground floor, tucked behind the public rooms, this residents-only area is an exquisitely decorated 1970s-style hideaway with intricate Italian fabrics, leafy green plants, vintage mirrors and a showstopping Murano chandelier.
Hidden skylights bring a stream of sunshine into the room, like a spotlight hitting a stage set.
Along the wall is a library of vinyl curated by the hotel's Berwick Street record store neighbours and a record player and speakers – guests are welcome to browse the collection and spin a few tunes. Or to simply have a drink by the crackling fire and marvel at the beauty and confidence of the decor.
IN CONCLUSION
The food is good, the bedrooms excellent, but real delight of Broadwick Soho is its variety. No room looks the same as the next. All have been joyously conjured up by a wild imagination – and a deep pocket. A night here can feel like several – there’s so much design wizardry and brilliance to appreciate. Breathe deep, imbibe the atmosphere and raise a glass to eccentricity.
THE COST
Deluxe rooms start at £512 a night (in June), room only. broadwicksoho.com
