Venue Spotlight
Broadwick Soho
A love letter to a childhood, built room by room — and a masterclass in world‑building.
As someone who creates experiences, I’m always looking for what transforms a space into something extraordinary.
Beautiful interiors help. Exceptional service matters. But the very best places do something more.
They create a world you want to immerse yourself in.
Welcome to Broadwick Soho.
Last week I finally had the chance to visit this independent 57-bedroom luxury hotel, enjoying lunch at Flute during the El Fenn takeover before touring the bedrooms, private dining room and event spaces.
It exceeded every expectation.
From the moment I walked through the pink doors, I stepped into a world of fabulousness. It’s luxurious, glamorous and full of character, but it doesn’t feel pretentious. Instead, it feels warm, welcoming and joyful.
The interiors by Martin Brudnizki are extraordinary. Vibrant colours, playful eccentricity, curated artwork and impeccable craftsmanship combine to create something that’s glamorous without ever feeling intimidating. Everywhere you look, there’s another interesting detail to discover.
Flute — the mirrored bar at the heart of Broadwick Soho. (IMAGE: BROADWICK SOHO)
You don’t just admire it – you step into it.
Then, during my tour, I learned the story behind the hotel and it all made sense.
Broadwick Soho isn’t just beautifully designed. It’s a world that’s been thoughtfully created, and every room, every object and every detail plays a part in telling that story. You don’t just admire it – you step into it.
Inspired by creator Noel Hayden’s childhood growing up in his family’s hotel, where circus acts, magic shows and larger-than-life characters were all part of everyday life, every detail has a purpose. Conceived by a group of friends (which I loved), Broadwick Soho is ultimately a love letter to Hayden’s parents and childhood. Even the restaurant, Dear Jackie, is named after his mum.
I think that’s what makes Broadwick Soho feel so special. It’s rooted in real memories and lived experience, and you can feel that authenticity throughout the hotel. As someone who spends a lot of time creating experiences and sourcing venues, that’s what stayed with me most. It’s ultimately a lesson in world-building.
Dear Jackie, named for Hayden’s mother, and one of the hotel’s guest suites — the same playful spirit carried through every room.
Since my visit, Broadwick Soho has also become the first London property to join the Small Luxury Hotels of the World Finest Collection – an incredible and very well-deserved achievement.
Lunch at Flute was excellent and absolutely delicious. Broadwick Soho has welcomed the iconic El Fenn hotel for a rooftop residency, bringing a little of Marrakech to Soho until the end of August – it’s a perfect collaboration. One thing I noticed was the mix of clientele. Hotel guests and Londoners catching up over lunch and cocktails created a relaxed, vibrant atmosphere. The space feels like it could be a members’ club, but everyone is welcome.
Flute’s rooftop terrace, transformed for the El Fenn residency — a little Marrakech above Soho. (IMAGE: BROADWICK SOHO)
From an events perspective, I couldn’t help imagining the possibilities. Flute, with its wraparound outdoor terrace and views over Soho and the London skyline, can be hired exclusively for private events for up to 175 guests – this would be amazing for a milestone celebration or drinks reception.
The private dining room can accommodate up to 28 guests on one long table and would be perfect for an elevated breakfast meeting, intimate dining experience, press event or chic baby shower. Dear Jackie can accommodate intimate dinners of up to 50 guests, while the residents-only lounge, The Nook, complete with an atmospheric fireplace and its own DJ booth, can accommodate up to 40 guests standing and would make a brilliant setting for smaller gatherings and celebrations.
Flute
UP TO 175 GUESTS STANDING
Available for exclusive hire, with a wraparound rooftop terrace and views across Soho and the London skyline. Perfect for drinks receptions, celebrations and larger private events.
The Dining Room
UP TO 28 GUESTS SEATED
An elegant private dining room with one long table. Perfect for intimate dinners, breakfast meetings, press events and special celebrations.
The Nook
UP TO 40 GUESTS STANDING
An intimate lounge with an atmospheric fireplace and its own DJ booth. A brilliant setting for drinks, smaller launches and celebrations.
Broadwick Soho is, without doubt, one of my favourite hotel visits this year—and one of the best examples of world-building I’ve experienced in hospitality.
If you haven’t been yet, I’d highly recommend adding it to your list.
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