Located in the heart of London’s notorious West End theater district, Broadwick Soho provides an eccentric flair to the rich history of the neighborhood. With decor that pays homage to vintage opulence, reminiscent of glamorous 70’s disco and jazz clubs, the luxury independent hotel provides guests with an unforgettable stay. The inspiration for the hotel was born from owner Noel Hayden’s 1970s childhood growing up in his parents seaside hotel. After bringing together a group of like-minded creatives, the possibilities for this unique space were endless. 

The hotel features a total of 57 rooms and suites, all with detailed decor chosen by interior architect Martin Brudnizki. Inside, maximalist and vibrant design harmonizes with antique and custom furniture, set against wallpapers and fabrics sourced from Italy and Portugal. Most notably, the hotel hosts a collection of over 300 artworks curated by Johnathan Brook. From Warhol’s 1955 A la Recherche du Shoe Perdu to lithographs from Victor Pasmore, the artwork presented in the hotel is a testament to the thoughtful attention to detail by the Broadwick Soho Team. 

It’s not only the art direction and design that will leave guests in awe; the hotel offers a plethora of social events to keep guests entertained. With DJs at the rooftop bar, Flute, Wednesday through Sunday and exquisite dining at the hotel’s restaurant, Dear Jackie, guests will find themselves in wanderlust while exploring the robust social energy of the hotel. Made by friends for friends, Noel Hayden, Jo Ringestad, Joshua Gardner, Andrea Gelardin and Jamie Poulton brought together a vision of true creativity and luxury.

Broadwick Soho feels like a love letter to the vibrant energy of Soho. How did the two of you collaborate on blending its rich, theatrical history with the hotel’s unique, contemporary vision?

ANDREA: The hotel is a love letter to both of Noel’s parents and the vibrant energy of Soho. We worked together to weave in this personal, welcoming and intimate energy into the hotel and it’s this same feeling that we carry through in all the work we do with our neighbors and partners in Soho. The ceramic plates that adorn the walls in Dear Jackie we commissioned Michaela Gall to create.  The brief included depicting scenes of Soho and its flamboyant inspiring inhabitants. We wanted to bring the multiculturalism, diversity, and the fun of Soho into our dining experience. You are looking at those whilst dining and listening to the music. We also have Soho hits on the playlist.

NOEL: For me, I’ve spent my entire adult life in Soho—it’s where I worked, built my first businesses, and spent so much of my time. So, it felt only fitting that this homage to my family and to the story of Mon Ami would be here in Soho, a place I feel so connected to. It’s definitely a love letter to Soho’s vibe, but more than that, it’s a tribute to my parents and the hotel business they had before. My father’s days as a magician, Soho’s rich theatrical history, and even the playful, bohemian spirit of the 70s and 80s all inspired what we do—whether that’s the Martin Brudnizki-designed interiors, the events we hold, or the service we offer. What I love most about Soho is its sense of community—a place where people from all walks of life come together. There is a playful spirit at the heart of Broadwick Soho, and we’ve worked hard to instil it into every aspect of the hotel.

Andrea, with Broadwick Soho’s emphasis on community events, live shows, and art, what role do you see creativity playing in the future of hospitality? How do you think this approach is reshaping what guests expect from a hotel experience?

ANDREA: Creativity is having an even more integral role as people are searching for more unique, once in a lifetime experiences, so we in hospitality are having to think more deeply and innovatively about what we are offering guests. For us there’s a crucial element of discovery in our creative approach. What I mean by that is that we want guests to discover the best talent when they come to the hotel whether that is discovering a song they have never heard before in our playlists or stepping into Flute and stumbling across a new live artist. It is all about unique experiences. For example, recently we shared an exclusive once in a lifetime experience to You Me Bum Bum Train for our guests which is not something that is easy to get access to. 

NOEL: I think Andrea is absolutely right about the importance of discovery. Guests today want more than just luxury; they’re looking for something much more than that. That’s why we go beyond what you might find at other hotels. We create moments that can’t be replicated for our guests which requires us to keep being creative and innovate when building our offering. 

Noel, your childhood in a hotel and Andrea, your work in fashion and music have such interesting parallels. How did your personal histories and professional backgrounds complement each other in shaping the vision for Broadwick Soho?

ANDREA: We share a passion and interest in live experiences. In my case that was very much focussed on catwalk shows or tv shows and concerts in the music world and for Noel in live performances. These things come together in the newest reiteration of a live experience which is BS. We enjoy brainstorming how to make the best, most memorable and emotional experiences for guests. My background in music compliments Noels background in the hotel well because they are both concerned with performance and Noel has such a deep connection with this as he was born out of a family of natural entertainers. 

NOEL: Growing up in a hotel and being surrounded by my father’s magic shows taught me so much about the power of theatre, showmanship, and creating moments of wonder. From a young age, I was part of his performances—whether it was helping him with a trick or just watching the way he captivated an audience. Those experiences really instilled in me a sense of how important it is to make people feel something, to create a sense of magic that stays with them. That idea of surprise and showmanship is at the core of Broadwick Soho. Andrea and I share a passion for live experiences, and I think that’s where our backgrounds complement each other so well and that is something we really want to give to our guests.

From intimate psychic readings to performances by Sister Sledge and Sheryl Crow, the cultural programming at Broadwick Soho is diverse and dynamic. How do you curate these experiences together, and what is the underlying philosophy behind the hotel’s cultural calendar?

ANDREA: The cultural programming at Broadwick Soho is all about creating moments that resonate with a wide range of people. We aim to curate experiences that surprise, inspire, and bring people together, whether it’s an intimate psychic reading, an unforgettable performance by music legends like Sister Sledge, or an acoustic evening with Sheryl Crow. We always strive to reflect the eclectic spirit of Soho itself—offering something for every mood and every kind of guest. It’s about striking a balance between the unexpected and the familiar, the bold and the soulful, ensuring there’s always something to discover, no matter your interests or the occasion.

NOEL: We try and seize opportunity when talent and artists are in town. We have an eclectic program that has something for everyone. Our guests are loyal and often returning, which means that in some ways we almost adopt the model of a private members club, so we try and create a varied calendar that stays new and exciting and keeps people coming back and being able to experience something new. This is where the advantage of being a family-owned business comes in as we are able to jump at opportunities without the need for long approval processes. If we find something we find exciting for us, we can just go for it.

With Soho being such a dynamic neighborhood, how did the local energy and culture influence your decisions around both the design and the overall guest experience at Broadwick Soho?

ANDREA: We have made sure that we have brought pieces of Soho into our spaces such as our vinyl collection in the Nook which was curated in partnership with our record shop neighbors – Sounds of the Universe, Reckless, Thirdman and Phonica. Same with art on the walls. We have Peter Samuelson portraits above the beds, he owned a guesthouse in Soho. For the design, we were fortunate enough to work with an incredible designer such as Martin Brudinski himself who shared our vision for capturing the unique spirit of Soho and it is something that he has executed exceptionally well.

It’s clear that Broadwick Soho is more than just a hotel—it’s an experience. What do you hope guests take away from their stay, and how do you envision the property evolving in the future?

ANDREA: For me it’s not always about how many people we reach, it’s how deeply we connect with those we do reach. We are often told that staying at the hotel is like staying at your Great aunt’s house because of how personal, comforting, and warm it is. 

NOEL: Growing up in a hotel, I always felt there was something magical about it. Now, my own children get to have that experience growing up around Broadwick Soho which feels like such a full-circle moment. It’s incredibly rewarding to see the joy on our guests’ faces and to hear how deeply the hotel resonates with them. I am incredibly proud of all that we have achieved together. As for the future, I think the evolution will be about continuing to surprise and delight. We’ll always stay true to the spirit of Soho—its creativity, its grit, and its glamour—but we’ll keep finding new ways to push boundaries and elevate what a hotel experience can be. Whether it’s through art, music, design, or the relationships we build with our guests, we want to keep creating those magical moments that make people feel like they’ve discovered something truly special.

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