Walking into Broadwick Soho feels, in a way, like stepping inside the most stylish amusement park in the world. Colour, pattern, lights, chatter – intrigue awaits around every corner as you make your way through the hotel. A hidden nook with seating appears behind curtains. A low-lit restaurant emerges at the bottom of a set of stairs. A large artwork reveals itself behind a door. The hum of cheerful chatter and bass leads you up to a rooftop party at its cocktail bar, Flute. Since opening in 2023, this unmistakably Soho institution has instantly become a favourite haunt of the neighbourhood. One of its creators, Joshua Gardner, shares the story behind the hotel.
Take us through the beginnings of Broadwick Soho.
Broadwick Soho began as a love letter to our Founder Noel Hayden’s parents, who owned the Mon Ami hotel in Bournemouth, where he spent much of his childhood. Growing up there instilled in him a deep appreciation for the people side of hospitality and inspired a lifelong ambition to create a hotel of his own. I am fortunate to be part of the group of friends that Noel brought together to create Broadwick Soho and we all shared his vision and passion for creating somewhere truly original. Rather than simply opening another luxury hotel, the ambition was to create a hotel with soul – one that felt deeply rooted in Soho, celebrated the neighbourhood’s creativity and individuality, and became a place where locals and travellers naturally came together.
What makes Soho such a special neighbourhood?
Soho was a natural choice because it is a neighbourhood that has always meant a great deal to Noel. He spent many of his younger years enjoying everything Soho has to offer and founded his previous businesses here. He has always been drawn to Soho’s unique blend of grit and glamour, its creative energy and its wonderfully eclectic character. Those qualities are integral to Broadwick Soho and are reflected throughout the hotel, giving it a genuine sense of place that could only exist in Soho.
What do you think speaks to people when they walk into the hotel?
From the moment guests walk through the doors, we want them to feel the energy of Broadwick Soho and to feel at home. It’s the warmth of the team, the beauty of the interiors, the attention to detail, the bold colours, eclectic artwork and playful spirit that make an immediate impression. There is always something new to discover, whether it’s a piece of art, an unexpected design detail or simply the atmosphere of the hotel. We wanted to create a place that feels fun, stylish, and full of personality. It’s luxurious without feeling formal, and characterful without ever trying too hard.
Rather than designing a conventional five-star property, we wanted it to feel like the eccentric Soho townhouse of your glamorous godmother – somewhere guests could come to have fun, relax, and truly feel at home.
What was your brief for the design?
The brief for Broadwick Soho was a vision of creating a hotel that felt unlike any other luxury hotel in London. Rather than designing a conventional five-star property, we wanted it to feel like the eccentric Soho townhouse of your glamorous godmother – somewhere guests could come to have fun, relax, and truly feel at home. The inspiration for this came from Noel’s beloved mother, Jackie, a stylish woman who travelled extensively and filled her home with beautiful objects and treasured finds collected from around the world. That sense of personality, curiosity and lived-in luxury became the foundation of Broadwick Soho’s design. Every space throughout the hotel has been thoughtfully designed by Martin Brudnizki and MBDS studio with exceptional craftsmanship, artwork and unique pieces that tell a story.
What makes a good hotel to you?
Exceptional hotels happen because of the exceptional people working in them. Beautiful design and luxurious surroundings can create a memorable first impression, but it’s the people and how we make guests feel that makes them want to return. We are incredibly lucky to have a wonderful team and guests often comment on the genuine chemistry and connection between our people, which shapes the atmosphere of the hotel and makes them feel instantly comfortable, at ease and as though they truly belong.
Describe your favourite corner of the hotel.
It would have to be the snug in The Nook. It’s intimate, cosy and private. Tucked away from the rest of the hotel, it feels like your own little corner of Broadwick Soho. Whether you’re sitting by the fire with a morning coffee, enjoying a cocktail in the evening or listening to vinyl from our record collection, it invites you to slow down and stay a little longer.
How do you see Broadwick Soho evolving?
I see Broadwick Soho evolving through thoughtful evolution rather than constant reinvention. As an independent family owned and operated hotel, we have the freedom to move at the speed of the neighbourhood. That means responding intuitively to what’s happening in Soho and collaborating with the people shaping its music, art, fashion and food scenes. My hope is that in five or ten years’ time, Broadwick Soho is even more deeply woven into the fabric of the neighbourhood – not simply as a hotel in Soho, but as an integral part of its cultural life. Above all, we’ll continue to protect what makes Broadwick Soho special: a hotel with a distinct personality, where exceptional hospitality, originality and a genuine sense of place will always matter more than following the latest trend.
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