Review Author

Emily Zemler

Contributing Writer

London’s buzziest neighborhood is Soho, a maze of narrow, lively streets filled with shopping, dining, cocktail bars, and historic department store Liberty London. Broadwick Soho, a 57-room boutique hotel at Berwick and Broadwick streets, embraces that energy completely.

Built in a former commercial space, Broadwick Soho pays homage to the area with a whimsical, opulent style by interior designer Martin Brudnizki. Everything is glamorous and colorful, from the reception area to the rooms and the sixth-floor rooftop bar overlooking the London Eye. The eccentric design also nods to owner Noel Hayden’s family, particularly his magician father, while the art collection includes a work by Francis Bacon.

Guests can choose from four room types and several suites, including a two-bedroom family suite. Each offers floor-to-ceiling windows, playful décor, and flourishes such as dishes of candy and gilt-framed televisions.

High-tech amenities, including Dyson hairdryers and touchscreen tablets, keep guests comfortable and connected, while bathrooms feature Ortigia products and plush robes. Soho’s noise can carry into the rooms, but lavish beds and Frette linens help create a calm retreat. Other amenities include Nespresso machines, complimentary movies, and twice-daily housekeeping.

The hotel houses two Italian-inspired restaurants and the glitzy top-floor bar Flute. The primary draw for residents is The Nook, a guests-only hideaway with a 1970s Murano chandelier, vintage books, and vinyl records. Spritzes, champagne cocktails, and nonalcoholic alternatives appear throughout the hotel’s outlets.

Broadwick Soho benefits from its location near West End theaters, Bond Street shopping, Regent’s Park, Buckingham Palace, and Westminster Abbey. The neighborhood’s energy is constant, and the hotel provides a theatrical place to become immersed in it.

Fast Facts

Location: Soho, London, United Kingdom

Rating: Five-star

The Vibe: Maximalist, retro-glam “it” hotel in the heart of the city.

Food + Drink: Street-level Bar Jackie, underground Italian restaurant Dear Jackie, rooftop cocktail bar Flute, 24-hour room service, and the guests-only Nook.

Amenities: Two restaurants, rooftop bar, guests-only lounge, private dining room, and access to a nearby gym.

Our Favorite Thing: Bedside touchscreen tablets let guests request toiletries, order room service, select pillows, and schedule housekeeping.

Neighborhood Recs: Rita’s, Miznon, Nopi, Noble Rot Soho, and Psycle.

Nearby: The Photographer’s Gallery, Royal Academy of Arts, National Gallery, British Museum, Buckingham Palace, and St. James’s Park.

Rooms: 57 rooms and suites, including a penthouse.

Pricing: Historically from £595 per night.

Closest Airports: London Heathrow Airport and London City Airport.