Broadwick Soho has opened its doors in London’s West End, channelling the grit, glamour and wild energy of the neighbourhood through an opulent yet contemporary 57-key retreat.

Perched on the corner of Broadwick Street and Berwick Street, the flamboyant townhouse has been envisioned by acclaimed interior designer Martin Brudnizki of Annabel’s, The Beekman and Scott’s Restaurant fame. Artfully infusing a range of inspirations, from Jazz Age opulence to travels around Italy, with a dash of English eccentricity and a sprinkling of Disco, the property is a feast for the senses.

Owner Noel Hayden spent his childhood years living at his family’s hotel, Mon Ami, on the UK’s south coast in Bournemouth. Owned and managed by his mother Jackie and his father Noel Snr, a magician and true showman, Mon Ami saw many successful and memorable years, before closing its doors in 1988. 35 years later, Broadwick Soho is a love letter from Hayden to his family and is the culmination of a long-held personal dream to open his own luxury hotel in Central London.

The essence of the property is inspired by the magic and nostalgia from Mon Ami, combined with the history and vibrancy of Soho, and nods to Hayden’s family are referenced throughout. His mother Jackie inspired the name of the restaurant Dear Jackie and vintage images from Hayden’s family photo albums form part of the art collection, as well as adorning items like tote bags and matchboxes.

Joining Hayden in bringing Broadwick Soho to life are his friends Jo Ringestad, Joshua Gardner, Andrea Gelardin and Jamie Poulton. Managing Director Ringestad and Executive Director Gardner bring their expertise in hospitality to ensure that every aspect of the hotel is executed flawlessly. Creative Director Gelardin infuses the property with a vibrant and captivating lifestyle appeal and Poulton, Non-Executive Director – and co-owner of popular Soho restaurant Randall & Aubin – provides valuable Soho knowledge and insight.

Each of the 57 guestrooms and suites is a serene and restful sanctuary. All feature bespoke furniture and individually selected artworks, with high-quality finishes throughout. Rich geometric patterns and vibrant prints are complemented by a soft and soothing colour scheme and the artful layering of different materials, textures and styles. Custom-designed beds, sumptuous bedlinens and bespoke amenities add an extra dash of opulence. Large windows allow natural light to flood in, while heritage-inspired herringbone floors and tassel-trimmed furniture conjure a welcoming feel.

The bathrooms meanwhile are playful yet sophisticated with chic marble wash-tops, walk-in rain-showers and sustainable luxury amenities by Ortigia. Some suites also feature freestanding tubs for guests to unwind above the busy streets of Soho below.

Hidden on the lower-ground floor, Dear Jackie is a destination for Italian opulence, refined dining and nighttime glamour. Seductive Murano lighting, red silk walls and plush booths give a sense of discreet intimacy and an atmosphere that is part Dolce Vita elegance, part Disco glamour. Open for dinner, the menu reflects modern Italian gastronomy – featuring pasta dishes and reimagined Italian classics, as well as an extensive list of wines.

The little sister of Dear Jackie, Bar Jackie is Broadwick Soho’s all-day street level Italian bar and terrace, paying tribute to the legendary and flamboyant Jackies of our past, present and future. Everybody has their Jackie: a personal icon that embodies fun, fabulousness and joy. The vibrantly decorated bar serves coffee and bomboloni, aperitivo classics such as Pinsa Romana, arancini and antipasti, as well as negronis, vermouths and homemade gelato and granita.

In the 19th century, Broadwick Street was home to a noted flute-maker, who inspired the name of the rooftop dining bar that crowns the hotel. Flute’s landscaped wraparound outdoor terrace offers views over the Soho streets and skyline. Inside, the décor combines cocooned comfort with Maximalist glamour – animal-print upholstery, cork walls and mirrored ceilings united by a palm-frond carpet. From the onyx-topped central bar, Flute’s bartenders serve up an ever-changing list of innovative cocktails complemented by lunch and dinner menus featuring food designed to share.

Broadwick Soho’s residents-only ground floor lounge offers hotel guests an exclusive, convivial space in which to enjoy a cocktail or coffee, read a novel by the fireplace, or spin some vinyl from the eclectic collection that includes records from our Berwick Street store neighbours. Lavish and chic, The Nook is decorated with intricate Italian fabrics and vintage finds – including a 1970s Murano chandelier and a curated collection of vintage books.

Broadwick Soho’s eighth-floor private dining room meanwhile provides an elegant backdrop for celebrations. The Dining Room is an inviting light-filled space with floor-to-ceiling windows, show-stopping art and a cosy fireplace. Seating up to 24 on one table, guests can be wined and dined with views of the city, reaching the London Eye, St Paul’s Cathedral and beyond.

Broadwick Soho also boasts a collection of artworks throughout the property. An eclectic mix of some of the world’s most sought-after iconic works can be spotted, including pieces by the likes of Francis Bacon, Bridget Riley, Andy Warhol and William Turnbull, amongst other vintage relics and emerging artists’ pieces from Faye Wei Wei and Casey Moore to name a few.

Custom-made Broadwick Soho scent and candles can be found throughout the hotel too, developed in partnership with perfumier Azzi Glasser, filling the air with rich scents of tuberose, black oud and Artemisia.

Following the sensory theme, the property’s curated music playlists feature a combination of classic familiar sounds, as well as London’s more modern up-and-coming talent. Seasonal playlists are created bespoke to complement the different areas of the hotel and the music has been specifically selected to accompany the different times of the day.

The elephant is part of Broadwick Soho’s logo and is the symbol of the hotel. Elephants are extremely loyal and intelligent animals with empathy and compassion. They are well known for their emotional and social skills and are true family animals. They are affectionate and conscientious with incredible memory and recognition. These are attributes and values that Broadwick Soho aspire to emulate as a brand and as an independent family business. Guests will find references to elephants throughout the hotel. Most impressively, the elephant is represented within the hotel’s Suites, in the form of an elephant-shaped cocktail bar made from antique Indian brass, handmade by local skilled craftsmen in Jaipur and commissioned exclusively for the hotel.