Broadwick Soho

London

Opulence and eccentricity in the heart of Soho

Type

Boutique hotel

Status

Completed

Transforming a 19th-century London stock brick corner into an Art Deco inspired boutique hotel

18-24 Broadwick Street offers a uniquely focused, first-class hotel experience and retail opportunity for guests within the lively heart of London’s Soho district. The development seamlessly integrates within the urban fabric of the local area, and by providing a unique boutique hotel facility, enriches the eclectic character of this fashionable conservation area. Conceived by a group of friends who dreamt of creating a hideaway in London’s most loved neighbourhood, the hotel offers a sanctuary and a place for fun — where all are welcome.

The hotel design concept has been described as “70s hedonistic disco pop meets your eccentric godmother’s townhouse”

London Hotel of the Year and City Hotel of the Year 2024

The Times and The Sunday Times

Inspired by Soho’s natural grit and glamour

The hotel design is a collaboration between our Studio (architecture) and Martin Brudnizki (interior design). The public areas and residential-style guestrooms — including a luxury penthouse and a collection of suites — are all individually designed, with many rooms offering private balconies. The design concept is inspired by Soho’s natural grit and glamour, and has been described as “70s hedonistic disco pop meets your eccentric godmother’s townhouse.”

Our proposal retains the traditional London stock brick facades that dates back to the late 1880s and feature attractive red brick banding and detailing. The new facades to Broadwick Street and Berwick Street take inspiration from the 1920s warehouse buildings that can be found in the local environs, utilising a dark brick to ensure contrast between the traditional and contemporary. The Art Deco inspired elegance of the facades is enhanced by luxurious details such as sparkling glazed brick at street level, entrance doors embellished with bronze and decorative glazed panelling at high level to denote the rooftop bar, restaurant, private dining room and wrap-around terrace. All of which offer breathtaking views across the Central London skyline. The design is topped off with an opulent gold cornice detail, crowning the hotel and ensuring that it glitters within the streetscape.