Broadwick Soho rooftop
Broadwick Soho is turning up the summer dial, transforming its West End address into a vibrant playground for London’s creative crowd and global tastemakers. From 25 June, the independent luxury hotel will welcome an exclusive residency with El Fenn, the iconic boutique riad tucked away in the heart of Marrakech. Schön! alive checked into the 57-room hotel ahead of the launch, exploring the maximalist interiors, layered art collection and distinctive approach to hospitality that has quickly made Broadwick Soho one of London’s most talked-about openings.
To understand the hotel’s theatrical personality, it helps to look at the story behind its creation. Broadwick Soho is, in many ways, an architectural extension of owner Noel Hayden’s childhood memories. Growing up in the 1970s, Hayden spent his early years surrounded by the theatrical atmosphere of his parents’ seaside hotel in Bournemouth, where his father worked as a magician and entertainer. That early exposure to performance, imagination and hospitality continues to shape the spirit of Broadwick Soho.
Broadwick Soho interiors, Oskar Proctor.
Created alongside a group of close friends and creative collaborators – including Jo Ringestad, Joshua Gardner, Andrea Gelardin and Jamie Poulton – the hotel embraces a more expressive approach to contemporary luxury, favouring colour, character and a sense of discovery. The team invited Swedish interior designer Martin Brudnizki to create a world filled with colour, texture and historical references, marking his first London hotel project.
The result is a carefully constructed universe of 57 rooms and suites that balances Soho’s late-night energy with the glamour of Studio 54. Custom marble wallpapers depict floating elephants and exotic landscapes, handmade furniture has been sourced from Jaipur, Murano glass pieces were created in Venice and textiles were specially woven by Pierre Frey. Every corner feels designed to reveal another detail rather than simply decorate a room.
That same approach extends to the hotel’s art collection, which transforms Broadwick Soho into something closer to a private gallery. Curated by Jonathan Brook, the collection features more than 300 works displayed throughout guest rooms and public spaces, bringing together contemporary artists and significant names from the 20th century. Highlights include Andy Warhol’s original 1955 ‘A la Recherche du Shoe Perdu’ sketches, once part of David Bowie’s private collection, alongside works by Francis Bacon, Bridget Riley and William Turnbull.
Broadwick Soho interiors, Oskar Proctor.
Broadwick Soho interiors, Oskar Proctor.
The upcoming El Fenn residency will take over Flute, Broadwick Soho’s rooftop restaurant and bar, adding a Marrakech-inspired chapter to the hotel’s evolving cultural programme. Named after the 19th-century instrument makers who once occupied Broadwick Street, Flute sits above Soho with a landscaped wraparound terrace offering views across the neighbourhood’s rooftops.
The existing design – layered with velvet curtains, animal-print upholstery, cork detailing and silver-gilded ceilings – provides a dramatic backdrop for the temporary transformation. From 25 June, the terrace will adopt elements of El Fenn’s visual identity, bringing Moroccan colours, artisanal details and the relaxed rhythm of Marrakech rooftop culture to central London.
The residency will also introduce a dedicated food and drinks programme. Resident mixologist Catalin Ciont, known for creating location-driven cocktails inspired by film, music and storytelling, will adapt the menu with North African influences, incorporating ingredients such as orange blossom, mint, citrus and warming spices. The terrace’s sharing plates will follow the same direction, introducing Moroccan-inspired flavours alongside Flute’s existing dining style.
Oskar Proctor, Broadwick Soho.
El Fenn, Moggi Studio.
Beyond the rooftop, Broadwick Soho’s permanent dining destinations continue to shape its summer offering. On the lower ground floor, Dear Jackie remains the hotel’s most theatrical evening destination. Named after Hayden’s mother, the restaurant channels mid-century Italian glamour through deep crimson silk walls, blue velvet seating and hand-painted ceramics created by Michaela Gall, each piece mapping elements of Soho’s bohemian history.
The menu continues the cinematic theme, pairing contemporary Italian dishes with cocktails inspired by Fellini’s films. Highlights include ‘Roma,’ with Tanqueray, violet liqueur, sparkling wine and lingonberry, and ‘La Dolce Vita,’ combining lavender, Italicus Rosolio di Bergamotto and clarified grapefruit juice.
At street level, Bar Jackie offers a more relaxed counterpart, moving from morning coffees and breakfast into Amalfi-inspired lunches, Roman flatbreads and evening aperitivo. For hotel guests seeking a quieter corner, The Nook provides a residents-only retreat complete with leopard-print seating, a fireplace, a 1970s Murano chandelier and a vintage record player featuring a collection curated by independent Soho record shops.
Broadwick Soho, Moggi Studio.
Broadwick Soho.
Music remains central to Broadwick Soho’s identity, with weekly DJ sessions running from Wednesday to Saturday at Flute, alongside live performances that have previously welcomed artists including Sister Sledge, Sheryl Crow and Sophie Ellis-Bextor.
With its fusion of a 1970s Bournemouth family story, Soho’s irreverent energy and a summer residency bringing Marrakech to London, Broadwick Soho continues to evolve as a place where hospitality, design and cultural exchange intersect.
The Broadwick Soho x El Fenn residency will run until 31 August. Find out more here.
photography. courtesy of Broadwick Soho, Oskar Proctor, Moggi Studio
words. Gennaro Costanzo
