Standard
From
~£300/night
Compact by design; the hotel's full design language in a smaller footprint.
Soho, London — An Editorial Guide
Behind a distinctive pink door in the heart of Soho, a hotel lauded by the Financial Times, Forbes, The Times and Condé Nast Traveller.
Read the guideBehind a distinctive pink door in the heart of Soho lies one of London's most talked-about hotels. The Broadwick London — known to many as Broadwick Soho — isn't the kind of place you simply check into and forget. It's been lauded by the Financial Times, Forbes, The Times, and Condé Nast Traveller, and it's earned that attention not by accident, but by being genuinely, unapologetically itself.
London has no shortage of luxury boutique hotels. Soho alone has seen a wave of stylish openings over the past decade. But The Broadwick has carved out something rarer than a good room rate or a well-designed lobby — it has a personality.
This guide covers everything you need to know before you visit — or before you book. The eight room and suite categories, each with pricing context. The four dining and bar venues, including the critically acclaimed Dear Jackie. The private event spaces. The special offers and loyalty programme. The cultural collaborations, including the El Fenn Residency. And the Soho neighbourhood itself, which is very much part of what makes staying here feel different.
The founder's journey — described by the Financial Times as going from 'magician's assistant to tech mogul' — is the kind of backstory that sounds invented. It isn't. That eccentric trajectory informs everything about the hotel: its irreverence, its theatrical design sensibilities, its refusal to take itself too seriously while simultaneously taking hospitality very seriously indeed.
The design philosophy pulls from 1970s glamour — rich textures, bold colour choices, a warmth that feels intentional rather than accidental — filtered through a modern, slightly subversive sensibility. It doesn't look like a hotel that was designed by committee. It looks like a hotel that was designed by someone with strong opinions and the budget to execute them.
'The interiors are happily insane.' — The Spectator, on Dear Jackie
A cultural institution, not just a hotel. Shortlist UK included it in their 250 Best Hotels ranking; Hotel Magazine named Bar Jackie Hotel Bar of the Year; Time Out cites it in Soho neighbourhood guides. In a relatively short time, The Broadwick has become a reference point — the kind of hotel that journalists mention when they want to illustrate what modern Soho hospitality looks like.
The spread is broader than you'd find at a typical boutique hotel — solo guests, couples, families, and those who simply want the best room in the building. All rates are indicative.
Booking direct via broadwicksoho.com consistently offers the best rates and access to the Friends of Broadwick loyalty benefits.
From
~£300/night
Compact by design; the hotel's full design language in a smaller footprint.
From
~£350–£450/night
A step up in space and, in some cases, improved views over the Soho streetscape.
From
~£450–£600/night
More generous floor space and elevated finishes; where the design philosophy really starts to express itself.
From
~£550–£700/night
Ideal for couples on a longer stay or business travellers who want more space without suite pricing.
From
~£700–£900/night
A well-proportioned sitting area for a special occasion — a balance harder to get right than it sounds.
From
~£800–£1,000/night
A proper multi-room configuration; family accommodation designed as more than an afterthought.
From
~£1,100–£1,300/night
The flagship suite — expansive, beautifully appointed, and designed with theatrical flair.
From
~£1,500+/night
Views across the London skyline; the ultimate Soho accommodation.
The Signature Restaurant
European and Mediterranean influences with a distinctly Soho sensibility — indulgent without being excessive. The menu draws on seasonal pasta dishes and confident sharing plates; the slow-roasted lamb shoulder and the hand-rolled tagliolini are among the dishes that have drawn repeat visits from regulars.
The Spectator's verdict: 'the interiors are happily insane.' — a recognition that the hotel had achieved something genuinely unusual in the London dining scene.
Hotel Bar of the Year
The main cocktail bar and social hub — a 70s-inflected aesthetic, warm lighting, and a cocktail list with genuine depth. The signature Jackie O leans into the bar's retro-glamour identity with aged rum, honey, and citrus. It earns its Hotel Bar of the Year recognition from Hotel Magazine by doing the fundamentals exceptionally well.
Champagne & Celebration
A champagne-focused venue designed for celebration. The list leans towards prestige houses and smaller grower producers — festive without being frenetic. More private and more focused than Bar Jackie; a natural choice for marking a birthday, a business win, or an anniversary.
Intimate Drinks & Snacks
The most understated of the four venues — a quieter space for a low-key catch-up, a working afternoon, or a pre-dinner glass. House olives and charcuterie board are the reliable order for anyone arriving before dinner.
Among London's Best — The Times
Cited by The Times and The Handbook among London's best rooftops — it earns that reputation through a combination of views, atmosphere, and the hotel's consistent design quality. The light over Soho at dusk is genuinely worth experiencing. Best time to visit is early evening in the warmer months; mid-week evenings are the quieter option.
A range of packages — better value than most London hotels offer at this level.
Loyalty
Preferential rates, early check-in and late check-out where available, exclusive event invitations, and perks unavailable through third-party platforms.
El Fenn Residency
A room stay combined with a dining experience that brings Moroccan-influenced food and culture into the Broadwick's setting.
Family Package
Built around the Family Suite with tailored add-ons for guests travelling with children; removes the logistical friction from family travel.
Extended Stay
Book four nights, pay for three — meaningful value at Broadwick's price point.
Suite Upgrade
Preferential pricing on suite-level accommodation; availability is limited and the offer changes seasonally.
Frieze Season
Accommodation with access to cultural programming tied to the El Fenn Residency, timed around Frieze London.
Cultural Collaborations
A creative collaboration bringing the spirit of Marrakech's iconic El Fenn riad to Soho. Programming typically runs across autumn and winter with headline activations around Frieze London. Beyond El Fenn, the hotel runs a broader calendar of creative partnerships and community-focused events, including LGBTQIA+ partnerships around Pride and beyond.
Gift cards are available for the full range of Broadwick experiences — a room stay, a dinner at Dear Jackie, or a cocktail evening at Bar Jackie.
Background photo by Kevin Serech on Unsplash
Press & Recognition
4.7 / 5
Google Reviews
Guests consistently highlight the quality of the bedding, the attentiveness of the housekeeping team, and the way the design makes even a Standard room feel like a deliberate choice rather than a compromise.
Hotel Magazine — Hotel Bar of the Year (Bar Jackie)
Shortlist UK — 250 Best Hotels
The Times — rooftop among London's best
Financial Times, Forbes, Condé Nast Traveller, The Telegraph — featured coverage
'The interiors are happily insane.'
The Spectator — on Dear Jackie
Hotel Bar of the Year
Hotel Magazine — on Bar Jackie
Rooftop cited among London's best
The Times
On the watchlist for luxury travel
Condé Nast Traveller
From 'magician's assistant to tech mogul': the founder's origin story as a standalone profile
Financial Times
A few practical details worth having to hand before you visit.
Enquire about a stayA luxury boutique hotel at 4 Broadwick Street in the heart of Soho, London. It offers eight room and suite categories, four dining and bar venues (Dear Jackie, Bar Jackie, Flute, and The Nook), private event spaces, and a cultural programming calendar that includes the El Fenn Residency. Known for its theatrical design, award-winning cocktail bar, and a brand identity built around 'heart, mischief, and personality.'
4 Broadwick Street, Soho, London W1F 0DA. Within a five-minute walk of Oxford Circus tube station (Elizabeth, Central, and Victoria lines), six minutes from Tottenham Court Road (Elizabeth and Northern lines), and seven minutes from Piccadilly Circus (Bakerloo and Piccadilly lines). The location places it in the centre of Soho, within easy walking distance of the West End theatres, major galleries, and some of London's most celebrated independent restaurants.
Rates vary by room category and season. Standard rooms from approximately £300/night; Superior rooms ~£350–£450/night; Luxury rooms ~£450–£600/night; Deluxe rooms ~£550–£700/night; Junior Suites ~£700–£900/night; the Family Suite ~£800–£1,000/night; the Broadwick Suite ~£1,100–£1,300/night; and the Penthouse from ~£1,500/night and above. Always check broadwicksoho.com for current rates, as pricing varies by date and availability. Booking direct also gives access to the Friends of Broadwick loyalty benefits.
Four venues. Dear Jackie is the hotel's signature restaurant, drawing on European and Mediterranean influences with interiors The Spectator described as 'happily insane.' Bar Jackie is the main cocktail bar and won Hotel Bar of the Year from Hotel Magazine. Flute is a champagne-focused celebration venue. The Nook is a quieter space for drinks and light bites. The rooftop, cited by The Times among London's best, is accessible to hotel guests.
Private event enquiries are handled by the hotel's dedicated events team. The most efficient route is via the contact form on broadwicksoho.com. The flagship private hire space is The Century Club, configurable for seated dinners, standing receptions, corporate meetings, brand activations, and private celebrations. For events tied to Frieze London, Christmas, or fashion weeks, early enquiry is strongly recommended, as availability fills quickly.
Ready to experience The Broadwick London for yourself? Book directly at broadwicksoho.com to access the best rates, exclusive offers, and the full Friends of Broadwick benefits — or enquire about private event hire to bring your next celebration to life in one of London's most iconic venues.
Enquire about a stay