Opulence and eccentricity in the heart of Soho
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”
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.
Overcoming logistical challenges
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.
Managing Director Broadwick Street Holdings
Lost Property St Paul's, London
A stone's throw throw from St Paul's Cathedral, eclectic and eccentric interiors behind a listed façade
Marriott Tribute Edinburgh
Transforming a department store, revitalising the high street
Virgin Hotels Edinburgh
India Buildings — three listed buildings become a landmark hotel, in a UNESCO World Heritage site