London’s West End is set to welcome the new luxury Broadwick Soho hotel this November, following initial plans for an early 2022 opening.

The boutique 51-room property, complete with a penthouse and nine suites, is located on the corner of Broadwick Street and Berwick Street in London’s Soho neighbourhood.

The townhouse-style hotel has been designed by Swedish-born interior designer Martin Brudnizki, well-known for his other projects such as Annabel’s and Scott’s Restaurant. Brudnizki has drawn inspiration from a variety of themes for the hotel – from “Jazz Age opulence to travels around Italy, with a dash of English eccentricity and a sprinkling of Disco fabulousness”.

Rooms include bespoke furniture, individually selected artworks, geometric patterns and vibrant prints, along with custom-designed beds, heritage-inspired herringbone floors and tassel-trimmed furniture. On the tech-side, all are equipped with complimentary high-speed wifi and “state-of-the-art” entertainment.

Bathrooms, meanwhile, will include marble wash-tops, walk-in rain showers and sustainable amenities by Ortigia, while some suites will feature freestanding bathtubs.

The property will house several restaurants and bars including the lower-ground dinner-only restaurant Dear Jackie, offering modern takes on Italian cuisine, and all-day street-level Italian café Bar Jackie, both of which are named after property owner Noel Hayden’s mother.

The rooftop, meanwhile, will be home to dining bar, Flute, whose wraparound terrace offers views over the rooftops of London. Named after a flute-maker that once resided on Broadwick Street in the 19th century, the venue offers a rotating list of cocktails, along with lunch and dinner menus amid animal-print upholstery, cork walls, mirrored ceilings and palm-frond carpets.

The ground floor will also house a residents-only lounge, known as The Nook, complete with a curated collection of vintage books and a vinyl player where guests can play records from Berwick Street store neighbours.

Broadwick Soho will have a private dining room on the eighth-floor, capable of seating up to 24 people on one table, with floor-to-ceiling windows offering views of the cityscape.

The hotel’s art collection will include oeuvres by the likes of Francis Bacon, Bridget Riley, Andy Warhol and William Turnbull, as well as vintage pieces and artworks from Faye Wei Wei and Casey Moore.

The property has also partnered with perfumer Azzi Glasser to create a custom-made scent for the hotel, with candles throughout the hotel filling the air with scents of tuberose, black oud and Artemisia.

Guests will also find references to the hotel’s elephant mascot throughout the hotel, particularly within the suites which feature an elephant-shaped cocktail bar commissioned exclusively for the hotel.

The hotel is described as being “created by a group of friends” – from property owner Noel Hayden to managing director Jo Ringestad, executive director Joshua Gardner, creative director Andrea Gelardin and non-executive director Jamie Poulton.

Rates at the Broadwick Soho will start from £595 per night, including VAT and breakfast.

For more details on the latest London openings, see our feature:

New and upcoming hotels in London (2023)