Broadwick Soho Hotel

In the heart of one of London’s most storied neighbourhoods, Broadwick Soho captures the colour, eccentricity and creative spirit that have defined Soho for generations. Conceived as an independent townhouse rather than a conventional luxury hotel, its flamboyant interiors, remarkable art collection and deeply personal story channel everything from Jazz Age glamour and Italian hospitality to the neighbourhood’s long tradition of artists, musicians and rule-breakers.

Story

Broadwick Soho is the creation of entrepreneur Noel Hayden, but its story begins with his childhood. Hayden grew up in his parents’ eccentric Bournemouth hotel, where his father performed magic and his mother, Jackie, presided over a world of entertainers, parties and larger-than-life hospitality. Decades later, those memories became the emotional starting point for Broadwick Soho.

Working with friends and interior designer Martin Brudnizki, Hayden created a 57-room hotel that combines that family history with the spirit of Soho itself.

Why we selected Broadwick Soho

Part of Soho’s creative community

Broadwick was conceived around the neighbourhood rather than apart from it and has become a gathering place for artists, musicians and fashion creatives.

A genuine expression of Soho

Broadwick draws directly from the neighbourhood’s history of artists, musicians, fashion, nightlife and counterculture rather than offering a generic interpretation of London luxury.

Design with wit and individuality

Martin Brudnizki layers English eccentricity, Italian influences, Jazz Age opulence and disco glamour alongside bespoke furniture and individually selected artworks.

Local life & traditions

Soho has long been one of London’s great meeting places: a neighbourhood shaped by successive immigrant communities, artists, musicians, writers and outsiders. Its cafés, clubs, theatres and drinking dens helped nurture everything from jazz and rock ’n’ roll to fashion.

That character remains visible in the independent restaurants and bars, record shops, theatres and specialist stores crowded into its narrow streets. Broadwick sits at the corner of Broadwick and Berwick Streets, placing guests directly within this living neighbourhood rather than simply close to it.

The hotel deliberately embraces Soho’s contradictions — glamorous yet irreverent, international yet unmistakably London — creating a contemporary continuation of its creative spirit.

Authentic experiences in the area

Explore Soho’s musical history

Trace the streets where generations of musicians performed and recorded, from historic jazz clubs to venues and studios associated with British rock, punk and pop.

Discover Berwick Street Market

Step outside Broadwick onto one of Soho’s most historic streets, where market trading has taken place for centuries and independent fabric shops, record stores and food traders still survive among newer arrivals.

Experience Soho after dark

Spend an evening moving between historic pubs, tiny bars, jazz clubs and theatres — experiencing the convivial nightlife that has defined the neighbourhood for generations.

Explore Soho’s independent institutions

Seek out long-standing restaurants, specialist bookshops, delicatessens, galleries and businesses that reveal the different communities that have made Soho home.

Protecting culture & land

For Broadwick, cultural preservation is primarily about remaining connected to the neighbourhood that inspired it. The hotel celebrates Soho’s creative identity through its art, design, cultural programming and independent spirit, creating a gathering place rather than an inward-looking hotel.

Its environmental commitments are more tangible: local and seasonal produce is prioritised, the provenance of all ingredients is known, suppliers are assessed for sustainability and the hotel is reducing single-use plastics, energy consumption and waste.

Guests are also encouraged to experience London on foot, by bicycle and public transport — particularly appropriate in a neighbourhood whose character is best discovered street by street.

Location & surroundings

Broadwick sits at the intersection of Broadwick Street and Berwick Street, placing guests directly within Soho’s maze of restaurants, theatres, galleries, independent shops and historic drinking spots. Carnaby Street, Chinatown, the West End theatres and Mayfair are all within walking distance, making this one of those rare London stays where the neighbourhood itself becomes part of the hotel experience.

Key details

Address

20 Broadwick Street
London W1F 8HT

Getting here

By Tube: Tottenham Court Road, Oxford Circus and Piccadilly Circus are all within walking distance

By train: London Euston and King’s Cross St Pancras are easily reached by taxi or Underground

By plane: Heathrow is accessible via the Elizabeth line to Tottenham Court Road

Facilities

Dear Jackie Italian restaurant

Flute rooftop bar & terrace

The Nook residents’ lounge

Private dining & entertaining spaces

24-hour room service and concierge

More

57 rooms and suites

Words from Andrea Gelardin, Broadwick Soho’s Creative Director

“We’re not trying to be perfect, we’re trying to be real.”

Every stay booked direct keeps value with the people of this place, so they can reinvest in culture, community and land

We believe travel should give back more than it takes; that it can protect cultures, not erode them.

That is why we connect you directly with each hotel’s own website. By booking direct, value remains in the hands of those who shape these places, enabling reinvestment into local culture, community, and land.