Broadwick, Soho

London's most vibrant neighborhood has welcomed a theatrical masterpiece in the form of Broadwick Soho's dazzling hotel—a showstopper with the flair to rival even the most glamorous West End production. Designed by the maestro of design, Martin Brudnizki, this marks his inaugural venture into the London hotel scene. Owned by Noel Hayden, who grew up surrounded by the hospitality industry in his family's hotel, Mon Ami, in Bournemouth, the hotel exudes a sense of spectacle from every corner.

Broadwick Soho's exterior is a spectacle in itself, with the name boldly lit up, and pink elephant statues donning top hats and tails—sure to catch the attention of passersby. Inside, the glitzy atmosphere continues with lacquered ceilings, staff sporting leopard-print jackets or striped jumpsuits, and a rooftop bar named Flute adorned with a photo commemorating Hayden's early days as his magician father's assistant.

The theatrical theme carries through the hotel's aesthetic, boasting a Francis Bacon masterpiece in reception, Warhol lithographs in the private dining room, and whimsical brass bar carts featuring the hotel's mascot—the elephant—scattered throughout. Bar Jackie, doubling as a breakfast spot, offers a terrace to watch the world go by, while the Italian-style restaurant, Dear Jackie, invites guests into a perfectly lit den, ideal for sipping intimate negronis.

With a total of 57 rooms, including nine suites, Broadwick Soho showcases exquisite design details. Even the standard rooms feature trompe l'oeil wardrobes and bathrooms adorned in blue leopard-print wallpaper. The suites take luxury a step further with restful bathrooms in white and green marble and unique touches like an elephant drinks trolley stocked with Torres crisps and Chianti.

Dear Jackie, with its red and white-striped Murano lighting, red silk walls, and intimate booths, exudes an illicit charm. The restaurant is a scene of its own, with diners dressed in striking attire, chefs working behind a red curtain—an element of theatre that echoes throughout. The inventive dishes, such as orecchiette puttanesca with pangrattato and monkfish with an Italian twist, provide a culinary spectacle. Desserts, including homemade gelatos and sorbets, transport guests to Italy.

After dinner, guests can retreat to the glamorous Flute, where a DJ sets the stage for a lively atmosphere and a view of the Shard sparkling on the horizon. Breakfast at Bar Jackie offers a Soho-style experience with a counter table and a menu featuring Burford Browns, coconut chia pudding, and brioche French toast. The dark pink walls and matching speakers create the perfect setting for Italian aperitivos—a fitting finale to a stay at this flamboyant and unforgettable hotel in the heart of London's spirited Soho.