Small Luxury Hotels of the World (SLH) has expanded its portfolio with Broadwick Soho. The hotel in London's West End is the first property in the British metropolis to be included in the Finest Collection. This collection brings together independent hotels that are defined by a distinct identity, local roots, and a high level of quality and hospitality. Broadwick Soho enriches the collection with its interpretation of luxury, reflecting the creative character of its district.
The establishment is the result of the vision of a group of friends and creatives, with owner Noel Hayden drawing on memories of a family hotel in Bournemouth. The realisation was overseen by interior designer Martin Brudnizki, for whom Broadwick Soho represents his first London hotel project. Brudnizki combines British eccentricity with elements of the Jazz Age and the disco era. The design is characterised by a mix of materials, colours, and textures, reminiscent of the hedonism of the 1970s.
Architecture and Furnishings
The 57 rooms and suites of Broadwick Soho bear Brudnizki's signature. Bespoke furniture is combined with antiques and vintage items. The ten suites and the penthouse feature marbled wall decor with motifs such as elephants, tigers, and exotic flora. Special details, such as brass elephants made in Jaipur serving as minibars, underscore the individual aspiration. The hotel also houses over 300 original artworks by internationally established and emerging artists, including works by Andy Warhol, Francis Bacon, Bridget Riley, and Faye Wei Wei.
Cultural Anchor Point in the Heart of London
Beyond its furnishings, Broadwick Soho is establishing itself as a cultural meeting point in its district. Since its opening in November 2023, it has hosted performances by renowned artists such as Sister Sledge, Sheryl Crow, and Sophie Ellis-Bextor. The programme also includes DJ sets, talks, and events as part of London Fashion Week and the Frieze art fair. During Frieze London in October 2026, an Artist Residency will be held with Moroccan artist Rita Alaoui, combining a workshop with fair visits, gallery tours, and discussions with art experts.
Richard Hyde, Chief Operating Officer of Small Luxury Hotels of the World, highlighted that Broadwick Soho embodies SLH's claim for a hotel that offers exceptional services despite its size. He emphasised that the hotel's independence, personal touch, and close connection to the character of Soho are defining features. The Finest Collection brings together addresses that are worth a journey in themselves, distinguished by a strong identity, quality of guest experience, and the ability to offer something special. Joshua Gardner, Managing Director and Founding Friend of Broadwick Soho, expressed delight at the inclusion in the Finest Collection and stressed the desire to create a hotel deeply rooted in Soho, reflecting the district's energy, creativity, and individuality through design, art, and hospitality.
The Finest Collection currently comprises 30 hotels worldwide, including properties such as Cap Rocat in Mallorca and Carneros Resort and Spa in Napa Valley. In German-speaking countries, this includes the Breidenbacher Hof in Düsseldorf and the Hotel Tannenhof in St. Anton am Arlberg. SLH plans to continue selectively expanding the Finest Collection with independent hotels that are distinguished by exceptional quality and local embeddedness. Broadwick Soho is now bookable through Small Luxury Hotels of the World; overnight stays start from 550 GBP (approx. 640 EUR) per night.
