Broadwick Soho (London) Review: Boutique Luxury, Reimagined (2025)

Travel writer Richard Krieger reviewed Broadwick Soho, a luxurious design hotel in London that blends style, comfort, and local community charm.

As someone fortunate enough to travel for a living, I’ve seen my share of hotels claiming to be “transformative,” “original,” or “a true design hotel,” and despite their best efforts, many miss the mark. Thankfully, that’s not the case with London’s Broadwick Soho.

The owner of the hotel, Noel Hayden, has carefully and thoughtfully taken the time not only to ensure that the hotel meets the usual luxury standards, but take it one step further.

From the moment you arrive and step through the door, you’re transported into a sort of wonderland, that is both opulent and inviting, making you want to experience and investigate every inch of the hotel. And that’s just what I did.

The Nook

I arrived a bit earlier than expected and was invited to unwind in a space called “The Nook”. Stepping into what felt more like a private club rather than a hotel public space, there are small tables and plush chairs, beautifully designed wallpaper and best of all on a chilly London morning, the warm heat of a fireplace.

And for book lovers, take note of the books lining the shelves. These are not books chosen for the color of their binding, height or bought by the mile, just to fill the shelves like so many hotels. 

This is a carefully – and wonderfully curated collection that, among many things, features books on international art, English gardens, and country homes with a wide range of interesting biographies and histories. 

The Rooms

I’d done my homework, so I knew the hotel had 57 rooms, that were, supposedly, to be unique in design and appointment. I had my doubts. But there was no need.

My spacious room featured floor-to-ceiling windows overlooking the streets of Soho and a bed that must have been crafted by a designer who was free to run wild with imagination.

It was held up by bronze hands at each corner, seeming to make the bed float above the floor.

The bathroom, quite wonderful, featured Italian soaps and creams and the armoire, hand painted, was a scene from a classic garden.

During my stay I was fortunate to receive a tour of the suites and penthouse, each with its own beautiful haven of design and comfort. And the penthouse, might just be the first space I’ve seen to leave me speechless.

Large enough for a family, but intimate enough for two, it’s ideal for anyone seeking a mix of Italian opulence, European flair, and British wit. This one is not to be missed. 

Feast for the Senses

By this point, you can imagine that the culinary and cocktail offerings wouldn’t disappoint – and you’d be correct.

Breakfast served in Bar Jackie on the ground floor had all the eggs, muffins, juices, and toasts you might expect, but I was delightfully surprised when I ordered the Full English (of course!) that my friend, a vegetarian, was offered a Full Vegetarian option.

Incredible and delicious. Before heading out for an evening on the town, I visited The Flute, The Broadwick Soho’s rooftop bar.

Not to disappoint, somehow, they’ve created a room that is both intimate and spacious and with wonderful views.

I didn’t have a chance to dine at Dear Jackie, which boasts modern Italian cuisine, but that’s just as well because now I have a reason to return.

Art & Design 

One of the aspects of the Broadwick Soho that separates it from other hotels, is that every inch of the place seems to have been considered. And trust me, I look. 

You would expect the big, showy things such as ceiling light fixtures, seating, wall coverings, and major pieces of furniture to be most important. And they are.

But here, the details are as important. Take a simple wall sconce. It’s easy enough for a designer (or just about anyone) to choose a sconce.

Instead, the sconces here are handblown Murano glass, adding color and life to the space they occupy. Lamps, another direct piece of design, have been elevated into mini sculptures.

On the end of a bar or a side table, they draw you in and add to the intimacy of the space. Wonderful. And not to be missed are doorknobs and the wallpaper in the restrooms. Really.

It’s a Neighborhood Thing

During my time at the Broadwick Soho, I learned many things, but one stands out above the rest. And that is the commitment that the owner and the team share to make the hotel not separate from, but part of the local community.

I first noticed things were a bit different here when I was sitting on an outside terrace having a coffee.

Rather than being surrounded by only hotel guests, local people were enjoying a coffee, waving to friends across the street, and chatting with passersby that they clearly knew.

It made me realize the importance of connecting a place and its people to travelers rather than having an us vs. them vibe.

I also met a lovely woman who had stopped to readjust her shopping bags. I complimented her on the beautiful flowers she was carrying, and she shared “Oh, I’ve been buying them right there (the flower stall just outside the hotel) for years.

I was a bit concerned that we would lose her during the hotel construction, but thank heaven, that didn’t happen. Instead, the owners of the hotel built her a new stand!”

And there you have it. Among all the luxury, design, food, and cocktails, a community makes the difference.