Broadwick Soho, London Latest Art Deco Hotel

Broadwick Soho, a boutique hotel with 57 rooms built on the corner of Berwick Street and Broadwick Street in the heart of London’s West End, is expected to make its debut in November.

Billed as a “1970s hedonistic disco pop meets your eccentric godmother’s town house,” the hotel is set to stand out for its rich Art Deco-style interior orchestrated by Martin Brudnizki, the man responsible for the interiors of the private members’ club Annabel’s and the upscale seafood restaurant Scotts in London, as well as The Beekman and Hotel Barriere Fouquet’s in New York.

The public areas and guest rooms, with prices starting at 595 pounds, which include a penthouse and nine suites, are all individually designed and filled with bespoke furniture and 350 pieces of artwork by the likes of Francis Bacon, Bridget Riley, Andy Warhol, William Turnbull, Faye Wei Wei and Casey Moore.

According to David Monson, general manager of Broadwick Soho, all of the light fittings and mirrors have been handmade in Murano, Italy. The fitted joinery and cabinetry were crafted in London and the marble and terrazzo were sourced from family-owned suppliers in Verona, Italy.

Artwork and furniture depicting the elephant, which is part of Broadwick Soho’s logo, are widely displayed across the hotel as well. Within the hotel’s suites, the elephant is represented in the form of a cocktail bar made from antique brass by local skilled craftsmen in Jaipur, India.

The animal was picked as a mascot of the hotel as it is loyal and intelligent, with empathy and compassion, notes Monson.

The structure of the hotel has been reimagined by the hospitality architecture expert ICA Studio. Part of the brick facade of the hotel is a legacy of the former building that once occupied the spot while the new part of the exterior takes cues from the 1920s warehouse buildings that can be found in the area.

The two floors added to the top of the original structure give the hotel a sizable rooftop bar with a panoramic view of the London skyline.

In terms of food and drinks, Broadwick Soho is determined to leave a mark on London’s culinary scene with four dining concepts under one roof, even though the location is already surrounded by some of the most talked-about restaurants in town.

Flute, the hotel’s rooftop dining bar and terrace, is set to be a destination for visitors who are looking to dine and drink with the whole city under their feet. The name of the restaurant pays tribute to the history of Broadwick Street, as it used to host flute-makers in the 19th century.

A sizable private dining room is located right on top of Flute, offering brands and individuals a location to host dinner parties seating up to 24 guests.

On the ground floor level next to the reception, Bar Jackie is being positioned as a street-level café that will serve coffee and evening aperitivo. Behind the bar, there will be the resident-only lounge, The Nook. Downstairs will host Dear Jackie, the hotel’s flagship restaurant. It will serve classic Italian food with a modern twist.

“The wide variation in menus and price points across our different restaurants and bars means that there is truly something for everyone. Expect to see entrepreneurs, creative thinkers, innovators and disrupters all under one roof. Simply put, it will feel like putting together a wonderful unique dinner party every night,” Monson says.

Both Bar Jackie and Dear Jackie are named after the hotel’s owner Noel Hayden’s mother, who used to run a hotel called Mon Ami with her husband Noel Hayden Sr. in Bournemouth, the coastal city in southwest England.

Monson says that at its core, Broadwick Soho is a love letter from Hayden to his family.

“The essence of the hotel is inspired by the magic and nostalgia of Mon Ami, combined with the history and vibrancy of Soho. Nods to Hayden’s family are also referenced throughout. Vintage images from his family photo albums form part of the hotel’s art collection and adorn items, including tote bags and matchboxes,” adds Monson.

Hayden is also the chairman of Anzo Group, a leader in the online gaming sector. He operates the hotel together with managing director Jo Ringestad, executive director Joshua Gardner, creative director Andrea Gelardin, and Jamie Poulton, non-executive director of the hotel and owner of the well known Soho restaurant Randall & Aubin on Brewer Street.

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