Review: First in: Broadwick Soho, London

Why book?

To bed down in one of London's most iconic neighbourhoods at a new hotel that's upping the ante for a jolly weekender – all with a heavy dose of disco-chic.

Set the scene

Two six-foot pink elephants hover above a red awning, decked out in top hats and dapper bow ties. It might sound like the start of an acid trip, but this curious sight announces your arrival at Broadwick. Beneath them, sharp doormen (top hats and bow ties present and correct, although we didn’t ask whose sartorial elegance inspired whose) swish open the pink door of the hotel, ushering you off busy Broadwick Street and into the lobby. From here, a fracas of colours, textures and patterns permeate every last corner of this 57-room hotel. First, pink parrot prints jut up against green and gold panelling. The sound of a barman shaking cocktails to a tinkling soundtrack in the café-bar slung to the side of the reception might draw your attention first; equally, your gaze might be caught by the art (keep your eyes peeled for works by Francis Bacon, Bridget Riley and Andy Warhol), or you might notice the oudy signature scent developed by Azzi Glasser.

The backstory

The idea of creating a love letter to friends and family inspired owner Noel Hayden to set up shop here, on a bustling corner of Soho. After spending his childhood living at his family's Bournemouth hotel Mon Ami – owned by parents Noel Senior and Jackie (remember that name for later) – Hayden was enamoured by smart places to stay. He brought on a group of likeminded friends for the project, and together they enlisted the services of interior designer Martin Brudnizki, the man behind some of London's grooviest spaces (Annabel's, Vesper Bar at The Dorchester, Scott's).

The rooms

For a hotel that’s trading on its maximalist vibe (RuPaul’s Drag Race ‘Opulence’ memes have nothing on this place), the bedrooms feel, by comparison, positively pared back. Of course, it’s all relative – aquamarine wallpaper embroidered with elephants and tigers that shimmer in the light of the chandeliers, offset by cherry pink fabrics and gold finishings show that Brudnizki hardly came over all shy and retiring when designing these spaces. Floor-to-ceiling windows that peep over Soho’s crammed-together rooftops pour natural light in and stop things assaulting the senses too much. Supremely comfortable beds make for the perfect place to slurp a cup of tea as the sun rises over London, turning the sky flamingo pink. The enormous brass minibar is shaped like – you guessed it – an elephant, handmade by craftsmen in Jaipur and commissioned especially for the hotel.

Food and drink

Opening four spots for dining and imbibing in an area as gastronomically oversaturated as this is a punchy move. But somehow, each provides something not easily found elsewhere in the neighbourhood, with four distinct personalities that remain unapologetically Soho. It’s an impressive feat that starts in Bar Jackie. In this street-level all-day café-bar-terrace, breakfast is served until a leisurely 11am, whereafter a casual aperitivo menu takes over. Upstairs on the seventh floor, rooftop bar Flute balances pops of pink, leopard print and zebra pattern with cork walls, an immaculate set of vintage Seventies chandeliers and a gold sparkly DJ booth. The wraparound terrace with Soho street views will be the spot to nab whenever the sun shines. Dear Jackie, the restaurant on the lower-ground floor, is the main event. Sultry and dimly lit, the crimson walls and intimate blue booths root you firmly in Soho, while the menu – delicate sea bass crudo, seared scallop in a frothy Champagne sauce, pappardelle with silky braised rabbit and guanciale – transports you to Italy. The Nook, a fire-lit drinking den tucked to the side of the ground floor, is a snug space just for guests sleeping over and the ideal place for a nightcap – though be warned, the cocktails are strong enough to make heads woozy the next morning.

The neighbourhood

When it comes to London neighbourhoods, Soho is among the most beloved of the lot. Small but mighty, a roster of iconic streets (Carnaby! Old Compton!) is folded into the one-square-mile area. Rather than shy away from its long-standing slightly seedy reputation, Soho’s decades-long gentrification has kept much of its shabbiness; relishing in the narrow streets, dingy pubs, sex-shop history, all-night-long entertainment and chaotic energy that gives this corner of the capital its plucky personality. Broadwick’s pink front door spits you out slap-bang in the middle of it all like a tongue. Turn left, and within a five-minute stroll you’ll hit some of our favourite bars in Soho: Bar Termini (order the Negroni) and The French House (grab a Breton cider and stand on the street). Turn right and find some of the best restaurants in Soho: Bao, Imad’s Syrian Kitchen, Rita’s and Nopi are among our top picks in the area.

The service

Impeccably dressed staff strike a just-right balance between efficient and convivial. When we bumped into a staff member wearing a leopard-print blazer in the lift and felt compelled to compliment his look, he offered to smuggle us our own jacket with a wink and a grin.

For families

Families are welcome, and we’re sure little ones would be enchanted by the elephant motifs and riotous design – but really, this is a place for grown-ups.

Eco effort

The team is implementing all the usual initiatives for a greener hotel – no single-use plastics in the rooms, bathrooms or restaurants; transfers are arranged with electric cars; and the use of bicycles is encouraged. In the restaurants, the kitchen team assesses all suppliers for sustainability. It’s a great start.

Accessibility

There are several accessible guest rooms in the hotel – these have step-free showers, assistance alarms, grab bars, and visual, sound and vibrating alarm systems. All public areas are accessible – step-free access is available to all levels of the building, including the basement restaurant and rooftop bar. Those who need additional support are encouraged to contact the team ahead of their stay.

Is it worth it?

There are more than 120,000 hotel rooms in London, and an onslaught of excellent openings over the past few years has raised the bar considerably for new arrivals. But Broadwick is doing something different to the grand dames and glassy international transplants. This is a fantastically fun place to bed down, with interiors that practically demand you loosen up and settle into Soho's rhythm – even if just for the night.