Opulence and eccentricity in the heart of Soho
Transforming a 19th century London stock brick corner into Art Deco inspired boutique hotel
18-24 Broadwick Street will offer 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 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 will offer sanctuary and a place for fun — where all are welcome. The hotel design is a collaboration between Ica (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 dated 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 are 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 breath-taking 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.
The hotel design concept has been described as “70s hedonistic disco pop meets your eccentric godmother’s townhouse”
Overcoming logistical challenges
The site's tight urban location meant many technical and logistical challenges had to be overcome. As well as retaining the existing historical facades throughout the demolition and construction phases, three full basement levels were formed below street level — all in close proximity to the surrounding buildings and highways. These were essential as they provide the hotel with the support areas it requires to facilitate its luxury offering. Rights of light and party wall requirements were also fully considered when developing the design, to maximise the overall building height and capitalise on the magnificent surrounding views.
At Broadwick Soho, we want to redefine what a modern hotel can do by offering an elevated space that is ingrained in London culture and also delivers an unparalleled level of authentic hospitality.