This New Maximalist Boutique Hotel in London’s Soho Is a Design-Lover’s Dream

London’s buzziest neighborhood is Soho, a maze of narrow, lively streets filled with shopping, dining, cocktail bars, and—most importantly—historic department store Liberty London. Broadwick Soho, a 57-room boutique hotel on the corner of Berwick and Broadwick, which opened in November, has embraced this vibe completely.  

Built in a former commercial space, Broadwick Soho pays homage to the local area and its history with a whimsical, opulent style by interior designer Martin Brudnizki. Everything is glamorous and colorful, from the reception area to the rooms to the sixth-floor rooftop bar, which showcases views of the London Eye. The eccentric design also incorporates nods to owner Noel Hayden’s family, particularly his father, a magician, and the vast art collection includes a work by Francis Bacon.

Guests can select from four room types, as well as several variations of suites, including a family suite that incorporates two bedrooms. Each offers floor-to-ceiling windows, playful décor, and quirky flourishes like dishes of candy and gilt-framed televisions. 

Modern, high-tech amenities, like Dyson hairdryers and touchscreen tablets, ensure that guests are both comfortable and connected, while the bathrooms have a luxurious feel with Ortigia products and plush robes. The location is bustling at all hours, and the noise does carry into the rooms, but the lavish beds and Frette linens ensure a calm, cozy atmosphere. In-room amenities include Nespresso coffee makers, complimentary movies, and twice-daily housekeeping service. 

The hotel houses two Italian-inspired restaurants, as well as its glitzy top-floor bar Flute. The primary draw for residents is The Nook, a charming hideaway with a 1970s Murano chandelier and a collection of vintage books. It’s open 24 hours a day for guests, who can peruse a stack of vinyl to play on the record player. The menu differs in each outlet, but fashion-forward classics like spritzes and champagne cocktails—as well as non-alcoholic versions—show up frequently. 

Broadwick Soho benefits from its prime location in the heart of Soho, nearby West End theaters, Bond Street shopping, and Regent’s Park, as well as popular attractions like Buckingham Palace and Westminster Abbey. There’s an energy that pervades the neighborhood, and the hotel is the perfect place to become immersed in that vibe.

Top Takeaways

Location: London, England (Soho)

Rating: Five-star

The Vibe: Maximalist, retro-glam “it” hotel in the heart of the city

Food + Drink: The hotel has two restaurants, a street-level café Bar Jackie, and an underground modern Italian spot, Dear Jackie. On the sixth floor, jetsetters will find Flute, a chic cocktail bar with panoramic views and live music. Room service is available 24 hours. Guests can access Nook, which serves cocktails, snacks, and coffee. 

Amenities: Two restaurants; Rooftop bar; Guests-only lounge; Private dining room; Access to a nearby gym 

Our Favorite Thing About the Hotel: The touchscreen tablets, located bedside, give guests the option to request toiletries, order room service, select different pillows and even schedule a specific time for housekeeping to come in and clean. It’s a delightful relief for anyone who hates picking up the phone or constantly forgets a toothbrush when traveling. 

Any Personal Neighborhood Recs? Soho is packed with great restaurants, including Rita’s, Miznon, Nopi and Noble Rot Soho, all of which are within blocks of the hotel. While the hotel has a gym partnership, Psycle is a popular boutique fitness studio with the best spin classes in town. 

What’s Nearby? The Photographer’s Gallery, the Royal Academy of the Arts, the National Gallery, the British Museum, Buckingham Palace, St. James Park 

Rooms: 57 rooms and suites, including a penthouse

Pricing: Rooms start at £595 (approximately $757) per night 

Closest Airport: London Heathrow Airport (LHR) and London City Airport (LCY)

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