Deco, disco and dolce vita in London’s West End maximalist masterpiece
The smiling welcome of the animal print-clad doormen is your cue to step into Broadwick Soho – and enter another time and place. You’ll feel like you’re arriving at the Soho townhouse of a travelling showman, just returned to London with a suitcase full of tales. And the story begins in the lobby, where curated curios draw the eye and this independent hotel’s signature scent sets the tone. Turn left into Dear Jackie – an elegant twist on excess, a salute to Italian cooking and a love letter to the hotel founder’s mother. Here, the hand-crafted Murano lamps, silk wall coverings and covetable booths are a hint at what’s to come upstairs.
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The jazz music in the lift that carries you upwards calls to mind the Art Deco notes throughout the rooms. Each is as characterful as the building’s history – with curated art and books, parquet floors, blush-pink beds and West End views. If you’re in a Broadwick Suite, you may even have your own balcony, putting you very much in the picture. Carry on up to Flute for drinks before dinner. This neighbourhood bar is named not for champagne, but after the 19th-century music-maker’s workshop that stood nearby. Now its wraparound terrace has skyline views all the way to the London Eye. While inside, nothing is understated about the hint-of-hedonism interiors. Pull up a fringed chair in the light of a glass pendant or get into the mix at the carousel-like onyx bar – live DJ beats providing a mellow soundtrack.
Soho itself has always danced to its own beat, with a bohemian spirit and artistic flair. Broadwick Soho’s neighbourhood is also home to talk-of-the-capital restaurants, bookshops, record stores, vintage cinemas, inspiring galleries and iconic theatres. You’re only a street or two from London’s leading lights: the Royal Opera House, The London Palladium and the Royal Academy of Arts. Then there are the late-night spots such as Ronnie Scott’s and The French House, for macarons and mobile-phone-free evenings. Broadwick Soho has its own boho-chic, back-room cocktail bar, too. Slip behind the curtain into Nook, open only to guests.
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The jazz music in the lift that carries you upwards calls to mind the Art Deco notes throughout the rooms. Each is as characterful as the building’s history – with curated art and books, parquet floors, blush-pink beds and West End views. If you’re in a Broadwick Suite, you may even have your own balcony, putting you very much in the picture. Carry on up to Flute for drinks before dinner. This neighbourhood bar is named not for champagne, but after the 19th-century music-maker’s workshop that stood nearby. Now its wraparound terrace has skyline views all the way to the London Eye. While inside, nothing is understated about the hint-of-hedonism interiors. Pull up a fringed chair in the light of a glass pendant or get into the mix at the carousel-like onyx bar – live DJ beats providing a mellow soundtrack.
Soho itself has always danced to its own beat, with a bohemian spirit and artistic flair. Broadwick Soho’s neighbourhood is also home to talk-of-the-capital restaurants, bookshops, record stores, vintage cinemas, inspiring galleries and iconic theatres. You’re only a street or two from London’s leading lights: the Royal Opera House, The London Palladium and the Royal Academy of Arts. Then there are the late-night spots such as Ronnie Scott’s and The French House, for macarons and mobile-phone-free evenings. Broadwick Soho has its own boho-chic, back-room cocktail bar, too. Slip behind the curtain into Nook, open only to guests.
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