Broadwick Soho, London

In short…  An effortlessly chic hotel with a charismatic personality at the center of everything in London.

The surroundings… Broadwick Soho is located in the heart of London‘s West End—a short walk from Covent Garden, Regent and Oxford Street and the theaters, of course. It sits on the corner of a busy walking area, surrounded by vinyl, art and second-hand stores, delicious bakeries and restaurants with cheerful outdoor seating. 

The backstory… The site used to be the office of Warners Brothers (apparently the place where Madonna signed her first album!). A group of friends purchased the location and gutted it (3 floors down and 7 floors up!), maintaining the iconic corner facade of the original building.

The vibe… Broadwick Soho is every bit as seductive and characterful as the neighborhood it sits in, channeling the grit, glamour and wild energy of the city. The vibrant aesthetic was conceived by Martin Brudnizki in his exquisitely maximalist style. It has a slight Art Deco feel with a little disco glam, making you feel both rock star and romantic diva.

It’s hard to convey the opulent optical feast as you enter the hotel. You also sense a harmonious and artful melding of animal and floral prints, art, lush velvet seating and curtains in an array of colors and geometric patterns, gilded mirrors reflecting and enhancing it all, rich warm woods and plush rugs, Murano glass and modernist chandeliers, and quirky Italian and English ceramics. The effect is enticingly flamboyant, like a fabulous person you want to meet at a party. 

Bringing good luck, everywhere in the hotel you will find an elephant statue, drawing, or ceramic accentuating the eccentricity of the place. 

The rooms… I was fascinated that the room also pulled off an eclectic mix of textures (embossed bronze, velvet, glass, wood, plush rugs) and print (animal, geometric, and floral). Yet the artful weighting of these textures made it feel like a haven from the bustling neighborhood. For example, the crisp white linens on the bed and the use of one dominant pastel color on the walls balanced the floral print on the closet doors and the wild animal print in the bathroom. The room combined glamour and comfort—I felt like Greta Garbo or Debbie Harry waking up there.

The amenities in the room are thoughtfully chosen: the slippers are fuzzy and thick and embroidered with the elephant mascot. A yoga mat was rolled up in case you felt inclined. There were candies and cookies left for us with a nice note. 

The food & drink… The Broadwick has 3 restaurant options, all with outstanding food and service.

Bar Jackie is located on street level, and offers outdoor seating surrounded by flowers and passers-by. Open all day, the menu features breakfast options, sandwiches, light snacks and sweets for an easy meal, quick coffee and cake break, or fun cocktail hour in a vibrant setting.

Flute is the hip rooftop restaurant—chic-ly maximalist and inviting. Here you can also sit outdoors to take in the stunning view, while sipping champagne or sharing tapas-style food featuring sliders, mini tacos, arancini, bruschetta, lobster rolls, as well as tartares and ceviche.  I recommend going there for the golden hour that floods the space.

Dear Jackie is in the lower level of the hotel and is better suited for a more quiet or intimate dinner. The ambience is opulent with an eccentric English touch, thanks to the ceramic plates hanging on the wall. I was told that they are made by the Italian artist Michaela Gall, who sent the owners 20 plates to review. They fell in love with her work and ordered 150 to adorn the walls. The restaurant serves Italian food, which could have been problematic for someone who lives in Italy—I am very picky! However, we were not disappointed, as it did not attempt to serve the usual cliché “Italianess.” Instead, the pastas were prepared with interesting pairings of ingredients that diverged just enough to feel both classic and exciting, and the meats were cooked to perfection with the aromas of Italian herbs.

The kid-friendly factor… I would not say that the place is suitable for small children, since it is so full of beautiful furnishings. I also feel like one should go here to pamper themselves and fully take in that experience. I was traveling with my teenager and saw another mother doing the same, and everyone enjoyed the hotel immensely.

Extra tip goes to…  The hotel offered impeccable service and quality; we were especially impressed by Kevin and Khadijah at the reception.

Parting words… I really loved the eccentricity and chicness of this hotel, two qualities that are hard to combine. And the service was truly excellent—effortless and friendly. I cannot wait for another chance to stay here!

Date of stay… July 8-10, 2025