Soho has had many different guises in the past. First, a rural area outside the walls of Medieval London; then a hub for London’s aristocracy, with its fashionable squares and grand townhouses; and later in the 19th century, it became a centre for industry and commerce. Throughout the 20th century, the region took on a bohemian air. A magnet for artists, writers, musicians and performers, it boasted a decadent charm, vibrant nightlife and an edgy reputation as the red-light district of the capital. In spite of this flux, Soho never lost its unique identity, and a certain new hotel on the corner of Broadwick Street and Berwick Street celebrates both the grand and gritty attributes of the locale.
Tasked with transforming the Broadwick Hotel’s interiors was designer Martin Brudnizki, who adopted a careful fusion of history, glamour and contemporary luxury. ‘We aimed for a narrative blending Studio 54 with a Soho townhouse vibe,’ he explains. Many designers may seek to create a homely atmosphere for hotel interiors, but Martin Brudnizki and art curator Jonathan Brook took this one step further, first by imagining a character – someone like Fleur Cowles or Iris Apfel – and then building her story. ‘We liked this idea of an eccentric godmother who moved to Soho in the post-war period and had lived here ever since,’ Jonathan explains. ‘She might have been having drinks at the Colony Room with Francis Bacon, started collecting art in the 1940s, and continued to this day.’
From Broadwick Soho’s projecting, Art-Deco-style façade, the entrance feels very residential. A heavy, high-gloss door – fitted with a door knocker and surrounded by shiny black ceramic tiles – sets the tone for entering this world apart. The reception, lined in fabric with touches of trimming, has the feel of someone’s home. Highlights of the art collection here include Victor Pasmore lithographs and an assortment of photographs featuring Italian celebrities from the 1970s.
Descending into the depths of the hotel to restaurant Dear Jackie, we’re now visiting our imaginary Italian nonna’s kitchen, where she has prepared a feast to serve against a bold artistic backdrop. The walls are hung with playful ceramic plates by Michaela Gall that pay homage to Soho’s history, with illustrations ranging from Tudor portraits to humorous nods to the quarter’s more seedy past. Meanwhile, in the private dining room upstairs, Andy Warhol prints of shoes, once part of David Bowie’s collection, look down on diners, and, along the hallway, a William Turnbull sculpture adds a little surprise for those who’ve gone for a wander.
Hidden within the hotel on the ground floor is The Nook — a private drawing room that offers residents moments of serenity away from the hectic streets of Soho, with leopard-printed plush seating, a record player to soundtrack intimate meetings, a fireplace that adds to the cosiness and a magnificent Murano-glass chandelier overhead. Brudnizki describes it as ‘a space that’s a private retreat for guests, nestled away from prying eyes.’ This intimate enclave underscores the hotel’s commitment to providing a personal experience for guests. ‘The drawing room, like the dining room in the basement, is so mysterious,’ shares Brudnizki. ‘That’s what I love about Broadwick Soho; it has all these naughty little corners.’
The most private of all, the guestrooms and suites on the hotel’s upper floors are kitted out with bespoke furniture and distinctive works of art, some complemented by solid-colour wall paint, and some with neutral-patterned wallpapers with motifs inspired by nature. In each suite, a work by Peter Samuelson hangs above the bed, and for the guestrooms, artist Laura Gee was commissioned to create 46 paintings, influenced by artists like Vanessa Bell.
Jonathan and Martin muse on the hotel’s ethos, remarking, ‘Soho has always been a melting pot of creativity and innovation, and Broadwick Soho reflects this spirit.’ Standing as a testament to the neighbourhood’s enduring allure and cultural significance, the hotel is a modern escape for discerning travellers. It’s about time you paid a visit to your (imaginary) godmother. She’s sitting in The Nook, cocktail in hand, awaiting your arrival.
Visit broadwicksoho.com
