Broadwick Soho. Eccentric And Eclectic Luxury In The Heart Of Soho.

Andy Mossack reviews the new Broadwick Soho, and finds flamboyant bohemianism, reflecting the very essence of Soho.

Unlike its fabulous interior, the portal to this world of eccentric luxury is a simple pink door. It is so discreet you would probably walk right past, distracted by Broadwick Street’s own colourful canvas.

But make no mistake, you’ll be well rewarded for your perseverance, as Broadwick Soho is probably unlike any other hotel you have experienced. Seven years in the making from scratch, Broadwick Soho is an homage to owner Noel Hayden’s parents Jackie and Noel senior. Hayden’s childhood was spent at Mon Ami his parent’s hotel in Bournemouth, which ultimately failed and bankrupted the family.

Fast forward to the now adult Noel who, having founded a fortune in tech and gaming, had a compelling wish to open his own luxury hotel in London and complete the dream his parents had started.

Cue Broadwick Soho, a 57 room self-funded, self-managed luxury hotel in the heart of London’s Soho, where no expense was spared in bringing guests a stay they’ll never forget. Probably why the elephant is the hotel’s adopted symbol (check out the wooden elephant mini bars handmade by craftsmen in Jaipur if you need convincing of the hotel’s love for these glorious beasts).

There’s a distinct Italian theme to the place imagined by interior architect Martin Brudnizki. Light fittings and mirrors are hand-made Murano glass, (including the extraordinary antique chandelier hanging in The Nook, the hotel’s resident-only lounge). Maiolica tiling from Sicily adorns a bar, hand painted ceramic tiles from Positano cover the tabletops in Dear Jackie, Broadwick’s signature restaurant, while marble and terrazzo from Verona decorate the bathrooms.

There’s even Dame of Soho, a custom made Broadwick fragrance courtesy of perfume designer Azzi Glasser subtlety permeating through the property.

By now you’re getting the feeling this is all rather extraordinary. And you would be right. Broadwick Soho is more than just an homage. The front of house team calls it a love letter to Jackie, and gloriously, she was there at the opening. A very proud mum.

But does all this love transfer into a positive guest experience? The guestrooms are not hugely spacious (unless of course you’re in the Penthouse Suite with its own terrace). But they are abundantly luxurious. A queen bed parked on brass hands resting on a square of rose-dotted carpet atop parquet flooring. The Frette Italian-made bed linen silky smooth. The feather and down pillows fluffy enough to get lost in. With complimentary local and international calls, twice daily housekeeping, Dyson hairdryers and probably the fastest hotel Wi-Fi I have ever used, the attention to guest comfort is apparent.

The bespoke wardrobe doors were concealed behind a classic Italian fresco. Discreetly tucked away in the side of the wardrobe I found the tea and coffee station. A Nespresso machine of course, but the state of the art kettle was an exciting surprise. Once boiled it kept bubbling softly for ten minutes or more. Boiling water on tap!

The bathroom was equally impressive. Blue leopard print wallpaper and Italian tiling, a walk-in rainfall shower with a marble seat ledge and lovely Ortigia Sicilian toiletries.

The rooms are wonderful, serene retreats, but for me the utter flamboyance of the public areas is the ingredient making Broadwick Soho so special.

The Nook resident-only lounge reminded me of a peaceful parlour in a stately home. That chandelier and numerous other Murano glassware. Overstuffed couches, velvety chairs, and plenty of Italian drapery abound. Pride of place though is a record player for guests to spin some classic vinyl courtesy of record shop neighbours in Berwick Street and some state-of-the-art speakers.

When it comes to food and drink there’s a place for every pocket. Bar Jackie is the street level all-day diner/bar with an outdoor terrace. Another nod to mother Jackie, but also other famous flamboyant Jackies past. Perfect for Soho people-watching over a coffee or light Italian snacks and aperitivo. Up on the 7th floor Flute with its wrap-around terrace, skyline views, animal print upholstery and mirrored ceiling is Broadwick Soho in a snapshot. Live DJ, cocktails and food, it’s fast becoming an iconic Soho destination.

The signature Dear Jackie restaurant three floors below ground is the epitome of Italian opulence: red silk walls, red Murano lamps and velvety red chairs. Perhaps a subtle nod to Soho’s risqué red-light past? The food however was certainly not subtle but a glorious celebration of Italian gastronomy. The partly open plan kitchen offering up plenty of culinary theatre moments. My Genovese agnolotti del plin pasta starter (£14) and Hereford beef fillet with black garlic and pink radicchio (£52) were delicious. However, the pink fir potatoes and rosemary side (£7) deserved a special mention. Utterly moreish. I can visualise Jackie beaming from ear to ear.

Broadwick Soho maybe an honest homage to family, but it is unquestionably an exquisite reflection of London’s iconic Soho neighbourhood. It has been a place of eccentric vibrancy and artistic expression for decades, and I have no doubt Broadwick Soho will be too now.

Just look for that pink door.