What inspired the creation of Broadwick Soho? Why Soho and why a luxury positioned hotel?
The story of Broadwick Soho is a story of love, family and friendship and our opening is the culmination of a long-held personal dream of our Owner, Noel Hayden to open his own luxury hotel in Soho. Noel spent his childhood years living at his family’s hotel Mon Ami on the UK’s south coast in Bournemouth. Owned and managed by his mother Jackie and his father Noel Snr, a magician and true showman. Today, 35 years later, Broadwick Soho is a love letter from Noel to his family.
Soho was chosen as the location for the hotel as Noel has always loved the area’s vibrancy. He spent his youth running around the streets of Soho and his other businesses have been based in Soho for the more than 20 years, so it seemed a given that our first hotel would be located in Soho.
How would you describe the DNA of the Broadwick Soho brand? Tell us more about the synergy behind creating a hotel among friends?
The DNA of the Broadwick Soho brand is luxury with a twist. Impeccable service with a Soho angle. Trustworthy yet fun. There is this trust and sense of humour amongst the group of friends that conceived the project. Although we don’t take ourselves too seriously, we care passionately about the hotel, our guests and our employees. The sense of humour pillar is one we try to convey through our branding visuals and management approach.
Which are the USP’s and what is your comp set?
We are an individual, independent hotel created by a genuine group of friends, which in itself is quite a unique USP amongst London luxury hotels.
Our interior design is also a key USP. Every detail in the hotel has been considered and handpicked. For example, all of the light fittings and mirrors have been handmade in Murano, our fitted joinery and cabinetry has been made in London and our marble and terrazzo has been sourced from family-owned suppliers in Verona. As a family run business ourselves, we consider it of upmost importance to work and support other family-owned businesses and to champion craftsmanship.
The hotel’s art collection is also a USP with over 350 individual art pieces on display across the hotel including many originals. Guests will continue to discover little details throughout their stay and might find themselves in front of a Francis Bacon, Bridget Riley or an Andy Warhol amongst flea market finds, family heirlooms and works by LGBTQ+, young and upcoming London artists.
Broadwick Soho boasts quite a complex F&B offering with several venues, each with a distinctive branding and positioning.
It was important to us that everyone is welcome at Broadwick Soho and that our food and beverage outlets cover all price points. Bar Jackie, our street level Italian aperitivo bar was conceived as a local neighbourhood hub and we have intentionally ensured the offering feels accessible for all. Dear Jackie, is our flagship restaurant and is a destination for Italian opulence, refined dining, and nighttime glamour and our rooftop dining bar, Flute has quickly established itself as the place to be in Soho with its landscaped wraparound outdoor terrace offers spectacular views over the Soho streets and skyline.
The wide variation in menus and price points across our different restaurants and bars means that there is truly something for everyone. Expect to see artists, entrepreneurs, creative thinkers, innovators and disrupters all under one roof. Simply put, we want it to feel like we are putting together a wonderful unique dinner party every night.
What has been your approach when recruiting for your team? Is there a profile which ideally fits your property?
We look for talent that are enthusiastic about working in a non-corporate environment. A self-funded, self-operated five-star hotel in the middle of Soho needs a team with a creative open minded fresh approach to hospitality. In a world where music, food, fashion and art are becoming one and the same it is important for us to build a diverse team of individuals that have a range of experiences and also that are keeping up with the changes in the way people are living.
How important is to achieve and maintain a high customer service?
Essential. We want our guests to know how much we care about them and for them to feel like they are at home. That is to say, they feel completely comfortable and the service we provide is key to making their experience unforgettable.
Please share your insights on how you see the evolution of rates for 2024 and beyond?
I am expecting rates to plateau in London up until the end of the first quarter of 2024 due to the general market conditions that we are all facing. However, London will always be a popular global destination and there will always be an appetite for a luxury hotel with a unique product and offering such as ours, so I feel confident that our rates will continue to grow positively from Q2 2024 onwards.
For the interiors, you have opted for a renowned designer, Martin Brudnizki? What motivated the choice?
Martin’s aesthetic and his maximalist use of pattern and colour was what motivated our choice. Noel was clear that the design of the hotel should channel all of Soho’s sense of show and gritty glamour and Martin completely understood the brief and what we wanted to achieve. It genuinely has been a pleasure working with Martin and his team at MBDS and we are thrilled with the final outcome.
What motivates you in your everyday job?
Broadwick Soho truly feels like a child that I have played a part in raising, so now that we are open, I am motivated by seeing our guests happy and enjoying their experience at the hotel. I am also motivated when I see our team smiling and completely at ease being their authentic selves.
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