LONDON, May 2026 — This summer, the spirit of El Fenn Marrakech arrives in Soho as two iconic rooftops unite in a bold design collaboration. From late June through August, Flute – the rooftop jewel of Broadwick Soho – will transform into a vibrant, living extension of Marrakech’s most eclectic hotel, transporting its world-famous terrace to the heart of London. This seasonal residency creates a high-energy sanctuary for creatives and the local community alike, fusing a special curation of contemporary art, inspired dining, and cultural exchange. Expect maximalism on all fronts: a sensory collision of colours, textures, fun flavours, and Marrakech spirit.
The Visual Narrative:
The atmosphere of the terrace is central to the experience, bringing the kaleidoscopic styling of El Fenn to Broadwick Soho. Flute guests will find themselves immersed in the world of El Fenn – expect the signature red and white stripes, enormous suspended Moroccan lanterns, bold prints, and bespoke tables that mirror the maximalist aesthetic of the Marrakech original.
Curated in collaboration by the creative teams behind both hotels, the residency synthesises the shared philosophies of Broadwick Soho and El Fenn: a shared passion for design and colour as well as showcasing young Moroccan creativity. Since its opening in 2004, El Fenn has platformed artwork that provokes thought and challenges convention. Bringing this ethos to London continues that legacy. An exhibition curated by Hassan Hajjaj and Atay Atelier will spotlight two contemporary voices currently creating in Morocco:
- Ismail Zaidy: Working from his family’s rooftop studio in Marrakech, Zaidy’s photography is defined by a dreamlike minimalism. His compositions often feature textiles and solitary figures, producing quiet, poetic images that evoke both space and memory.
- Fatimazohra Serri: Based in Nador, Serri’s work provides a powerful counterpoint. Her photography explores femininity, identity and the body within conservative environments, offering a thoughtful and nuanced perspective on contemporary Moroccan life.
While the works on the roof terrace will be available for purchase, the artistic journey begins on the ground floor. An iconic piece from Hassan Hajjaj’s private archive will be in place from April as a teaser of the residency ahead to greet guests as they ascend to the rooftop.
The Sensory Experience: Flavours, Sound & Culture
The residency extends into a full-sensory takeover:
- Flavours: The menu is a masterclass in grazing – think traditional batbout with smoked aubergine zaalouk, crisp lamb briouats finished with smoked paprika labneh, and charcoal-grilled octopus that tastes exactly like a Marrakech afternoon alongside the hotel’s cult cocktails including the Hibiscus Margarita, El Fenn Mule and the Marrakech Negroni.
- Cultural Conversations: Throughout the summer, the residency will programme intimate art talks and cultural discussions featuring Vanessa Branson among others, exploring the intersection of Moroccan heritage and contemporary creativity.
- Sound: A rotating roster of DJs and musicians brings North African-influenced sounds to the rooftop, blending traditional rhythms with modern desert blues.
- The Boutique: A limited-edition retail collaboration will include artfully designed tote bags, caps and T-shirts alongside artisan Moroccan coasters, playing cards and printed postcards.
“El Fenn has always been about more than just a stay; it’s a feeling. Bringing that specific Marrakech magic to a space as bold and beautiful as Flute feels like a natural kinship of spirits,” says Vanessa Branson, Founder and Brand Ambassador at Large at El Fenn.
“Partnering with El Fenn allows us to offer our guests a vibrant cultural moment rooted in creativity and colour without leaving London,” adds Joshua Gardner, Managing Director of Broadwick Soho.
El Fenn at Broadwick Soho: 25th June to 31st August 2026
Location: Flute, Broadwick Soho, 20 Broadwick St, London W1F 8HT
Reservations open from 1st May online at www.broadwicksoho.com
