Contributor — Four Hundred by Design

Set on the corner of Broadwick and Berwick Street, Broadwick Soho is not designed as an escape from the city—it’s an invitation into it. Rooted in the creative pulse of Soho, the hotel reflects the neighborhood’s duality: gritty yet glamorous, spontaneous yet deeply considered. Created by a group of friends, it captures the essence of Soho’s cultural energy and translates it into a stay that feels immersive, social, and entirely of its place.

DESIGN THAT TELLS A STORY

From the moment you step inside, the interiors—designed by Martin Brudnizki—set the tone. Layered, expressive, and rich with detail, the design draws inspiration from Jazz Age opulence, Italian travels, and a touch of English eccentricity.

The result is a space that feels both flamboyant and intimate. Bold colors, luxurious textures, and carefully curated details create an environment where every corner reveals something new. It’s a design that rewards time and attention—much like Soho itself.

BAR JACKIE: WHERE THE STREET MEETS THE HOTEL

At street level, Bar Jackie flows seamlessly into the rhythm of the neighborhood. This all-day café bar and terrace evolves throughout the day, moving from morning coffee and cornetti to aperitivo Negronis and homemade gelato.

It feels less like a hotel venue and more like an extension of Soho’s streetscape. Regular collaborations with local creatives ensure the space remains dynamic, reflecting the ever-changing energy of the community it serves.

AN INTIMATE ITALIAN ESCAPE

In contrast, Dear Jackie offers a more inward, indulgent experience. A tribute to modern Italian cuisine, the restaurant envelops guests in a setting defined by Murano glass lighting, red silk walls, and plush, inviting booths.

The menu features refined pasta dishes and reimagined Italian classics, complemented by an extensive wine list. It’s a space designed for lingering—where evenings stretch effortlessly, and the focus settles on good food, good wine, and good company.

FLUTE: SOHO’S ROOFTOP STAGE

At the top of the hotel sits Flute, a rooftop bar that has quickly become one of Soho’s most sought-after destinations. With a wraparound terrace overlooking the streets below and the London skyline beyond, it offers a striking vantage point over the city.

Inside, maximalist glamour meets cocooned comfort—animal-print upholstery, cork walls, mirrored ceilings, and an onyx-topped bar define the space. Cocktails, shareable plates, and an evolving soundtrack set the tone, while the venue doubles as a cultural hub.

Flute is home to the Soho Sessions, which have featured artists such as James Bay, Sister Sledge, and Sheryl Crow—a reflection of Soho’s enduring creative legacy.

A CULTURAL CALENDAR THAT FEELS EFFORTLESS

Events at Broadwick Soho feel like a natural extension of the neighborhood rather than standalone moments. Celebrations like Pride in London are woven seamlessly into the hotel’s rhythm, with performances from artists including Sophie Ellis-Bextor and Vengaboys bringing energy and inclusivity to the rooftop.

Appearances by groups like Sugababes follow the same philosophy—organic, unforced, and deeply connected to the cultural fabric of Soho.

WHERE GUESTS AND LOCALS INTERTWINE

What sets Broadwick Soho apart is its openness. Guests and locals move fluidly through the same spaces, creating an atmosphere that feels social, informal, and alive.

Luxury here isn’t about separation—it’s about connection. Connection to the neighborhood, to its people, and to a way of living that feels immediate and uncontrived.

THE SPIRIT OF SOHO, CAPTURED

Broadwick Soho is shaped as much by its surroundings as by its design. It doesn’t try to redefine Soho—it reflects it, amplifies it, and invites guests to become part of it.

In doing so, it offers something rare: a hotel experience that feels less like a destination, and more like belonging.