Quirky location, flamboyant décor straight out of a 70’s fever dream, staff who make you feel like an A-lister (or at least a rock star’s slightly less famous cousin). Nestled in the heart of Soho, The Broadwick Soho Hotel is as eccentric as the neighborhood itself. Think Martin Brudnizki meets Wes Anderson after a few Negronis. The 57-room boutique hotel is a riot of leopard print, jewel tones, and velvet galore. Maximalism is the name of the game here. The over-the-top interiors make you feel like you’ve stepped into a Gatsby-esque fever dream. And the fact that no two rooms are exactly the same—each one is its own eclectic masterpiece. Rooms are decadent, cozy, and designed for lounging with a martini in hand. The beds? Divine. The bathrooms? Leopard-print tiles, jade marble, and walk-in showers so indulgent you might forget you’re meant to be sightseeing. There’s even a brass elephant-shaped cocktail bar in some rooms because…why not? If they had them in a gift shop I would have brought one home. Dear Jackie, the in-house Italian restaurant, feels like stepping into a Sicilian love affair—red silk walls, Murano chandeliers, and pasta to make a nonna weep. Flute, the rooftop bar, is where the real magic happens. Sip a champagne cocktail while watching the chaos of Soho unfold below. And don’t miss Bar Jackie, the street-level café perfect for a morning espresso or a cheeky midday spritz. Service is playful, polished, and just irreverent enough to remind you you’re in Soho. The staff are as stylish as the décor, and they know their way around a cocktail shaker. The hotel is smack in the middle of Soho’s buzzing streets. Soho never sleeps—so you might not either.
Number of rooms: 57
Sweet Suite: The Penthouse Suite—because if you’re going to embrace Soho’s glamorous chaos, you might as well do it with a private terrace and skyline views. Bonus: the freestanding tub with city views.
Favorite Thing: The art….owner Noel Hayden grew up in his parent’s hotel Mon Ami in Bournemouth. The hotel went bankrupt in the ‘80s when cheap package holidays changed the way Brits traveled, and the family lost everything. Noel was a tech wiz kid who made a fortune as a web entrepreneur, but he always dreamed of owning a hotel again. He put his moneywhere his mouth was…The Broadwick Soho opened in 2023…He also put his money into a phenomenal art collection much of which decorates the hotel. Look for works by Andy Warhol, Francis Bacon, Bridget Riley and many others I wasn’t cool enough to know.
Nearby: Well, Soho…and Carnaby Street, Ronnie Scott’s Jazz Club, the West End, Liberty London, Chinatown, some of London’s best speakeasies.
Amenities: Flute rooftop bar with killer views, in-room cocktail bars, Dear Jackie, a buzzing Italian restaurant named after Noel’s mother, Bar Jackie, a chic street-side café, 24-hour room service, pet-friendly rooms (because Soho’s cool cats deserve a stay too), The Nook, a private space only open to hotel guests.
I’d go just for the artwork