Perched on the corner of Broadwick Street and Berwick Street in London’s Soho neighborhood, the Broadwick Soho is one of the coolest hotels to open this year. Owned and created by Noel Hayden, the hotel is truly a passion project in brick and mortar. Hayden told us, “I always wanted it to be a Soho hotel and not a hotel in Soho. A lot of the inspiration is from surrounding landmarks and iconic buildings.” The opulent contemporary 57 room retreat, offers guests impeccable service and quality. Hayden and a group of friends wanted to create a hotel the captured the community, essence, and spirit of Soho. We sat down with Hayden to learn how the vision for the hotel came to life.

How did you find the amazing location for Broadwick Soho? What about it drew you to it?

I contacted many agents and one agent proposed the hotel site on the corner of Broadwick Street and Berwick Street and thought the property could be a great site to develop into a hotel, but it came with risks attached. I decided to take the risks and face the challenge. The  location appealed to me as it’s in the heart of Soho with so many great places to visit nearby.

What is the design inspiration for Broadwick Soho?

I always wanted it to be a Soho hotel and not a hotel in Soho. A lot of the inspiration is from surrounding landmarks and iconic buildings.  The crown at the top of the hotel, for example, was inspired by the London Palladium. We have also taken inspiration from classic Italian piazzas and restaurants as well as Fellini films. I wanted to take the spirit of Soho and the Dolce Vita lifestyle and translate it into our own identity. Martin Brudnizki has done a great job in helping us create something unique and timeless in its design. 

What do you think of the hotel scene in London and where does Broadwick Soho fit in?

With the Broadwick Soho, I tried to create a place I was looking for when I was out travelling myself; a place with a good vibe, interesting people, comfort, good service, good food and beautiful design in a great location.

What are your goals for the rest of 2024? 

It’s important to me to create a good culture amongst the team, this is something that’s been very important to me in all of my businesses. It has a big impact on the end product. I am also looking to reach our financial targets to make it a successful and rewarding journey for everyone involved.  

What have been your biggest challenges so far? 

There have been many, I don’t even know where to start! Executing the design required an extraordinary level of expertise as almost all of the finishes in the hotel are bespoke. Covid19 and Brexit made that custom design phase even harder for us with their knock on effects on suppliers and construction. As much as it’s been incredibly challenging and taken 7 years to get perfect, it has also been a lot of fun and I am grateful to all the people involved. 

How has guest feedback been since opening?

Guest feedback has been very positive, we have only been open for 3 weeks. I think the team is very committed to make it the best possible experience for our guests. It’s something very important to monitor and we are focused on maintaining the highest level of quality and service. 

Anything exciting in the Broadwick Hotel’s future?

I have always liked going to Glastonbury, as I love discovering new bands, seeing the established play and spending time with my friends and family. We are going to have some incredible musicians coming to play on our stage in the Flute. Soho has a great history of live performance, theatre and music and I would like to bring some of this back in Broadwick Soho.

Planning a trip to London? Learn when to go to avoid the crowds! And if you are planning a trip, you have to check out our list of the best Amazon travel accessories and gear to order before you leave!