Broadwick Soho joins the soul, flavour and history of London's West End
Broadwick Soho is a flamboyant luxury retreat with in-house bars, restaurants, suites and a penthouse

It is fair to label London's Soho as the beating heart of the British capital. With its 90 colourful streets, longstanding hospitality, pulsing nightlife, and eccentric street style, this vibrant area in the West End surely ensures a good time, every time.
Joining the grit, swanky, and bohemian spirit of the storied neighbourhood is the newly-opened Broadwick Soho, an opulent contemporary 57-room retreat, including nine suites and a penthouse.
Broadwick Soho, an independent luxury hotel in London
Nestled on the corner of Broadwick Street and Berwick Street, Broadwick Soho was brought to life by interior designer Martin Brudnizki, acclaimed for his work on Annabel's, The Beekman, and Scott's Restaurant.
The spot is hard to miss, given its two colossal pink elephants guarding the façade – known as the 'mascots' of the hotel, proudly referenced throughout.
Ultimately, there's no other way to describe the hotel but as a sensory feast, combining Jazz Age opulence, Italian influences from travels around the country, a dash of English eccentricity, and a sprinkle of disco fabulousness.
Broadwick Soho perfectly integrates into central London's vibrant entertainment scene with its variety of in-house restaurants and bars. Dear Jackie, the flagship restaurant on the lower ground floor, offers a luxurious setting for traditional Italian dishes with a modern twist. At street level, Bar Jackie is a lively café where hotel guests and passers-by can savour freshly brewed coffee or an evening aperitif.
Dear Jackie is the perfect dining spot for Italian opulence and night time glamour
Bar Jackie is the hotel's all-day street level café bar and terrace
For an exclusive treat, hotel guests can indulge in The Nook, a private lounge area with a fireplace and a vinyl player, providing a tranquil escape from the lively Soho surroundings. The rooftop dining bar and terrace, Flute, is considered the hotel's 'crown jewel,' offering breathtaking views of London's rooftops. Meanwhile, on the eighth floor, The Dining Room provides a unique space with floor-to-ceiling windows, remarkable art, and a cosy fireplace.
Wallpaper* Newsletter
Receive our daily digest of inspiration, escapism and design stories from around the world direct to your inbox.
The Nook offers hotel guests an exclusive space in which to enjoy a drink and relax
Flute serves innovative cocktails and meals on its lunch and dinner menus. Its outdoor terrace offers views of Soho streets and the skyline
Equally dazzling are each of Broadwick Soho's rooms and suites, boasting bespoke furniture and carefully chosen art pieces, featuring rich geometric patterns, vibrant prints, and a soothing colour palette. Each room includes a custom-designed bed, plush bed linens, and bespoke amenities for an extra touch of luxury.
The Broadwick Suites evoke the glamour and sophistication of a London townhouse from the 1920s
The Broadwick Suites evoke the glamour and sophistication of a London townhouse from the 1920s
Large windows flood the rooms with natural light, complemented by herringbone floors and tassel-trimmed furniture, and the bathrooms feature chic marble wash-tops, walk-in rain showers, and sustainable luxury amenities by Ortigia. Some suites include freestanding bathtubs, allowing guests to relax and unwind while overlooking the bustling streets of Soho.
The Penthouse includes a spacious bedroom, a separate living area, and an elegantly furnished terrace that offers stunning views of London
The Penthouse includes a spacious bedroom, a separate living area, and an elegantly furnished terrace that offers views of London
A secret yet to be discovered is Broadwick Soho's art curation, including pieces by the likes of Francis Bacon, Bridget Riley, Andy Warhol, and William Turnbull, amongst other vintage relics and exciting emerging artists' pieces from Faye Wei Wei and Casey Moore, to name a few.
With its conspicuous interiors, sought-after inventory and flamboyant amenities, who knows, perhaps Mike White will find inspiration in Broadwick Soho for his upcoming White Lotus seasons.
Sofia de la Cruz is the Travel Editor at Wallpaper*. A self-declared flâneuse, she feels most inspired when taking the role of a cultural observer – chronicling the essence of cities and remote corners through their nuances, rituals, and people. Her work lives at the intersection of art, design, and culture, often shaped by conversations with the photographers who capture these worlds through their lens.
-
Watch dance, music and film collide at a unique event at Abbey Road Studios
In this exclusive film, watch Abbey Road’s first Artist in Residence, Jordan Rakei, collaborate with industry-leading creatives to produce a dance performance in the hallowed Studio One
By Anna Solomon
-
Frances Elkins gets her dues at Christie's this June
You can soon take home a piece of the legendary American designer’s legacy…including a $3 million Alberto Giacometti sculpture.
By Anna Fixsen
-
The new Phone 2 Pro from CMF combines generous scale with true affordability
We explore the ins and outs of the CMF Phone 2 Pro, the newest device from the Nothing sub-brand that focuses on bold design and carefully honed value engineering
By Jonathan Bell
-
One Club Row is London’s answer to the Lower East Side
Located at the site of the former hotspot Les Trois Garçons, One Club Row brings back noughties glamour with 19th-century interiors, gourmet bites, and jazz nights
By Ben McCormack
-
Marylebone restaurant Nina turns up the volume on Italian dining
At Nina, don’t expect a view of the Amalfi Coast. Do expect pasta, leopard print and industrial chic
By Sofia de la Cruz
-
Dining at Pyrá feels like a Mediterranean kiss on both cheeks
Designed by House of Dré, this Lonsdale Road addition dishes up an enticing fusion of Greek and Spanish cooking
By Sofia de la Cruz
-
London restaurant Tatar Bunar puts Ukrainian heritage front and centre
Family recipes and contemporary design merge at this new east London restaurant by Ukrainian restaurateurs Anna Andriienko and Alex Cooper
By Ben McCormack
-
Corner Corner may be London's most unique entertainment destination yet
The newly-opened venue combines food, jazz and—yes—urban farming beneath one sprawling roof
By Sofia de la Cruz
-
For a taste of Greece, head to this playful new restaurant in London’s Chelsea
Pachamama Group’s latest venture, Bottarga, dishes up taverna flavours in an edgy bistro-style setting
By Sofia de la Cruz
-
A buzzy Korean pop-up becomes a permanent fixture in East London
Chef Joo Won has turned his Calong pop-up permanent in the arty enclave of Stoke Newington
By Ben McCormack
-
New London restaurant Alba is a sun-soaked affair
Its name meaning ‘sunrise’ in Italian, Alba is a new Amalfi-inspired restaurant set to shine in Knightsbridge
By Sofia de la Cruz