BIRD is delighted to announce its partnership with Broadwick Soho, London’s opulent new hotel in the capital’s most dramatic neighbourhood. The hotel, which will celebrate its first birthday this November, reveals 57 playful rooms and suites, a choice of characterful bars and restaurants, and a notable cultural calendar, featuring intimate live gigs with world-class artists, psychic readings and Gospel choirs.
Channelling the soul, glamour and wild energy of its theatrical postcode, Broadwick Soho is in part a love letter to owner Noel Hayden’s childhood haunt in the 70s: his parents’ flamboyant seaside hotel in Bournemouth. Conceptualised by a group of like-minded friends and creatives – Jo Ringestad, Joshua Gardner, Andrea Gelardin and Jamie Poulton – Broadwick Soho blends the eclecticism of Studio 54 and an intimate townhouse with a dash of disco-chic.
Playful rooms & eccentric design
Visionary interior architect Martin Brudnizki is the mastermind behind the hotel’s maximalist townhouse aesthetic, in his first London hotel project. A dynamic assortment of materials, colours, fabrics and textures have been used to create a whimsical and colourful menagerie, embodying 70s hedonism.
Each room and suite has been meticulously designed, featuring bespoke furniture by Brudnizki, antiques and vintage curios. The hotel’s 10 suites and Penthouse are swathed in marbled wallpaper depicting floating elephants, tigers and exotic flora and fauna, complemented by handmade furniture such as custom minibars masquerading as brass elephants, made in Jaipur. Other prominent design features were sourced and crafted across Italy, Portugal and the UK, including traditional Murano lights and mirrors by Sogni di Cristallo; custom fabric, wallpapers and rugs by Pierre Frey; and furniture by Ben Whistler.
The hotel is also home to an impressive art collection curated by Jonathan Brook, combining more than 300 original works by some of the world’s most prolific artists with the creations of emerging global artists. Highlights include Andy Warhol’s 1955 A la Recherche du Shoe Perdu shoe sketches (once part of David Bowie’s estate), William Turnbull’s iconic 1985 Large Idol sculpture and Victor Pasmore lithographs, alongside works from Francis Bacon, Bridget Riley, Faye Wei Wei and Casey Moore, to name a few. London-based artist Laura Gee was commissioned to create 46 coastal-inspired paintings to hang above each bed in the guestrooms; each suite features a work by celebrated figurative artist Peter Samuelson.
Cultural launchpad & backstage pass
Broadwick Soho celebrates both the grand and gritty energy of its famed neighbourhood, providing a playful launchpad to explore the locale’s vibrant nightlife and entertainment. With a thriving cultural calendar providing a gateway into the city’s social and creative scene, guests are invited into the fold the moment they step through the door.
Guests can enjoy weekly DJ sessions in Flute from Wednesday to Saturday, alongside a rotating programme of live entertainment, with performances from the likes of Sister Sledge, Sheryl Crow, Sophie Ellis-Bextor and Dave Stewart of Eurythmics. The hotel will also host emerging London talent and regular psychic readings for spiritually inclined guests. Tastemakers and thought leaders take to the stage during key calendar moments, from film and music awards to Pride, London Fashion Week and Frieze, offering guests a backstage pass to the city’s creative epicentre.
Neighbourhood dining & Italian decadence
Dear Jackie is the hotel’s flagship restaurant tucked away on the lower ground floor, named after owner Noel’s mother and paying tribute to ‘legendary Jackies of our past, present and future.’ Channelling la dolce vita, the sumptuous interiors feature crimson silk walls, intimate blue booths, Murano lighting and bespoke ceramic plates designed by Michaela Gall that pay homage to Soho’s spirited past. Diners can catch a glimpse of the chefs in action behind the red velvet curtains, a tribute to Noel’s father – a marvellous magician and showman – and reflective of the West End theatre district setting. The kitchen is led by Head Chef Harry Faddy, formerly of The River Café and Aquavit London, who has created an indulgent modern Italian menu reminiscent of the Sicilian Coast, featuring signature pasta dishes and a reimagined spin on seasonal classics.
Dear Jackie’s little sister, Bar Jackie, is the joyful all-day dining restaurant, bar and terrace, open for breakfast, coffee, aperitivo classics, sharing plates, weekend brunch and late-night cocktails. Embodying Soho’s bohemian spirit, Bar Jackie caters to guests and hungry Londoners alike. From long lunches on the suntrap terrace to late-night feasting, guests can enjoy fresh Italian salads inspired by the Amalfi Coast, hearty bowls of pasta, and crisp Roman flatbreads. The creative cocktail list, available in Dear Jackie and Bar Jackie, is inspired by the works of Italy’s greatest and most influential filmmaker, Federico Fellini. Artful recreations of his most celebrated films include Roma, made with Tanqueray, violet liqueur, sparkling wine, lingonberry and citrus; and La Dolce Vita, made with Tanqueray, lavender, Italicus Rosolio di Bergamotto and clarified grapefruit juice.
Rooftop bar and restaurant Flute, named after the 19th-century flute-maker who once called Broadwick Street home, is the hotel’s crowning jewel. Highlights include show-stopping décor, expertly crafted cocktails and sharing plates, complete with a wraparound terrace offering behind-the-scenes views of Soho’s buzzy backstreets. Fusing velvet drapes, animal-print upholstery, cork walls, silver-gilded ceiling tiles and a contrast of pastel pinks with saturated green, Flute combines comfort with nods to a dazzling disco past. The pink onyx-topped bar takes centre stage, where innovative mixologist Catalin Ciont has created a cocktail list drawing inspiration from London’s greatest entertainment district. Paying homage to iconic and evocative films shot around Soho, tipples include Sid and Nancy, made with Bulleit chocolate bourbon, rhubarb and Aperol; and Eyes Wide Shut, showcasing Nuet Aquavit, blood orange, cardamom, sherry, lemon and bitters.
Broadwick Soho’s residents-only, ground-floor hideaway, The Nook, offers guests an exclusive, convivial den to enjoy a coffee, peruse a novel by the fireplace or spin some vinyl on the vintage record player, with a collection curated by the hotel’s Soho neighbours. Expect leopard-print seating, a 1970s Murano chandelier and a private snug for The Broadwick’s most mischievous guests.
