In our newest column – Suite Staycation – hotel expert and author of British Boutique Hotels, Gina Jackson, tours some of the best hotel suites in the UK. Next up, Broadwick Soho.
Best for… Letting your hair down
The latest to join the chorus line of hotels opening in the capital, Broadwick Soho is loud, proud, and anything but a wallflower.
Give us the lowdown
Five friends have teamed up to carefully transform a storied Soho site into a shimmering new party pad, collectively combining their creative flair and hospitality know-how to create an unapologetically flamboyant destination. With interiors by world-famous Martin Brudnizki, expect kaleidoscopic colours, bold prints, and lavish fabrics as soon as you step under the hotel’s arched entranceway on Broadwick Street (complete with giraffe, shepherdess and angel motifs), reflecting the truly bohemian character of the performers, artists and creatives roaming the Soho streets outside.
There’s inspiration drawn from as far as Italy and India, priceless artworks propped up in each room, and glitzy, opulent furnishings framing each corner. It’s no wonder that this colourful townhouse has been all the rage since it loudly announced its arrival last year, and has already become a firm favourite with those in the know.
What’s in the suite?
The hotel’s nine suites are sizable for Soho standards, with separate dressing rooms and floor-to-ceiling windows that allow for prime views over bustling Broadwick Street below. In contrast to the bright colours that you’ll find throughout the rest of the hotel, rooms are awash in macaron-like shades of pastel, and each feature velvety headboards and bespoke wallpapers. I checked into one of the Broadwick Suites on the sixth floor, which had more than enough space to sprawl out between the seating area and custom-made bed, along with a bathroom kitted out in green marble, and luxurious Ortigia body lotions.
How’s the crowd?
Anyone considered the who’s-who of London loves this place. Media darlings conduct meetings on the terrace at Bar Jackie, and sip cocktails at Flute late into the evening. You may just spy Grammy Award-winning musicians and movie stars snuggled up at the bar, making themselves at home.
Where can we eat and drink?
Bar Jackie
Despite its compact size, the hotel has an impressive number of destinations to wine and dine. Bar Jackie is the beating hub of Broadwick, where guests gather for breakfast and coffee in the morning, segwaying into lunch and aperitivi on the outdoor terrace. Come evening, slip downstairs to Dear Jackie (both are named in homage to owner Noel’s mother), where walls are clad in rich red silks, and you can feast on handmade pastas and elevated Italian dishes while curled up in one of the cocooning velvet booths. During the day, hotel guests might like to hide away in The Nook, the resident-only bar lounge, which offers an exclusive space to kick back and, like the hotel’s other spaces, is decked out in plush fabrics and rich colours.
Most show stopping of all though, is seventh-floor bar Flute, which oozes maximalist glamour with its animal-print banquettes, and glittery, mirrored ceiling. Stylish guests clamour around the circular bar, slurping cocktails on the wraparound roof terrace, and nibbling on fried chicken and caviar as the DJ pumps out party tunes until the early hours.
Stand-out touches worth mentioning?
Expect luxurious Ortigia products in the bathrooms, bespoke scents crafted by Azzi Glasser wafting throughout the hotel, and playful bags of candy to welcome you into your bedroom. Art lovers will appreciate the slew of famous names that decorate the hotel, where priceless pieces by Andy Warhol jostle next to paintings by Bridget Riley. All of the suites also feature an elephant-shaped cocktail bar (in reference to the hotel’s elephant mascot) handcrafted in Jaipur, and made of antique Indian brass – and stocked with a spoiling number of cocktails and snacks.
What’s on the to do list?
Quo Vadis
You’re right in the heart of Soho with some of the best art exhibitions, theatres, and restaurants that the city has to offer unfolding on your doorstep. Gourmands should make a beeline for Soho institutions Bocca di Lupo or Quo Vadis, before sinking a tipple at Three Sheets Bar and SOMA. For shopping, nearby Beak Street is home to a smattering of stylish boutiques, and you’ll be just minutes away from iconic Liberty, and the designer flagships along Regent Street. In the other direction, London’s best theatres, galleries, and museums unfold within Covent Garden, Trafalgar Square, and beyond.
What should we know before we go?
Broadwick Soho regularly hosts DJ nights and live music performances at Flute: if you’re searching for an unabashedly hedonistic evening of fun, flair, and funk, make sure to join the party before rolling yourself to bed in one of the sumptuous suites.
What to pack?
You can go all out here; the decadent decor calls out for outfits to match. There’s no need to be a wallflower – take your alter ego wardrobe out of retirement and give it the love it deserves.
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Any Questions or Tips to add?