Broadwick Soho, London
Bold Glamour in the Heart of Soho
Why DNA Hotels Loves It
● A fearless boutique hotel that captures Soho’s legendary creative spirit through theatrical interiors and exceptional craftsmanship.
● Distinctive restaurants, bars, and rooftop spaces that have quickly become destinations in their own right.
● An unapologetically glamorous design that celebrates London’s most colourful neighbourhood without ever feeling nostalgic.
A Hotel with Soho in Its DNA
Broadwick Soho doesn’t simply overlook the neighbourhood. It belongs to it. Inspired by the artists, writers, musicians, and larger-than-life personalities that shaped Soho during the 1960s and 1970s, the hotel embraces the district’s reputation for creativity, glamour, and playful rebellion. Behind its elegant façade lies a world of rich colours, bold patterns, commissioned artwork, and unexpected details that feel unmistakably London. Confident. Eclectic. Entirely individual.
Maximalism Done Beautifully
Every room tells a different story. Vintage influences sit comfortably beside contemporary craftsmanship, while jewel tones, geometric fabrics, polished brass, marble, velvet, and bespoke furniture create interiors that feel layered rather than overwhelming. Carefully curated artwork and playful decorative touches reward closer attention, giving every space its own distinct personality. It’s luxurious without taking itself too seriously. Exactly as Soho should be.
Where the City Comes to Socialise
Broadwick Soho was designed as much for Londoners as for hotel guests. Dear Jackie, the hotel’s Italian restaurant, combines theatrical interiors with refined dining, while Bar Jackie spills effortlessly onto the street from morning coffee through evening aperitivo. The intimate residents-only Nook offers quieter moments beside the fireplace, surrounded by books and vinyl records, before the rooftop bar Flute takes over with panoramic views across Soho and one of the capital’s most glamorous settings for cocktails after dark. Each venue has its own atmosphere. Together they create a hotel that feels alive from morning until well past midnight.
Rooms with Personality
The 57 guestrooms and suites provide a calmer counterpoint to the hotel’s lively social spaces. Rich fabrics, bespoke beds, layered lighting, luxurious linens, and carefully balanced colour palettes create inviting retreats that never lose their playful character. Every detail feels individually considered, combining boutique intimacy with the comfort expected from one of London’s finest luxury hotels. The result is stylish, warm, and unmistakably personal.
Why It Works
Broadwick Soho succeeds because it understands that Soho has never been about perfection. It’s about character, confidence, creativity, and the freedom to be different. By translating that spirit into exceptional hospitality, the hotel delivers an experience that feels both glamorous and genuinely authentic. Few hotels capture the soul of their neighbourhood as convincingly as Broadwick Soho.
