Elite Traveler Summer 2024

Presented by EXPLORE TOPHOTELS Broadwick Soho THE PENTHOUSE

Shushing all the whispers of quiet luxury, Broadwick Soho is a joyous scream for the maximalists. Leave stu ff y British sensibilities at the door, for this boutique hotel o ff ers bucketloads of the fl airand fl amboyance that this pocket of the West End is famous for. From the several hundred vintage artworks that line the walls to the corner displays of knicknacks, Broadwick Soho feels more akin to staying in an extravagant, if eclectic, relative’s townhouse — if your grandma was, say, Patsy Stone. Reigniting that familial feeling was an intentional choice by owner Noel Hayden, after a childhood in the ’80s spent helping at his family’s seaside hotel. Now Broadwick Soho is said to be Hayden’s love letter to that former property, employing interior designer (and friend) Martin Brudnizki to bring it into raucous reality. That sense of community spirit doesn’t end there: The on-site restaurant Dear Jackie and associated Bar Jackie are named after Hayden’s mother; and family photos are emblazoned onto matchboxes at the bar at Flute, the lively rooftop bar. With all that personality bursting throughout the downstairs, it may come as somewhat of a relief (at least for the easily overstimulated) that things take a more mellow turn in the bedrooms. Toned down, yes, but The Penthouse remains far from boring. Here, wallpapers are daintier but still intricately detailed, and the color palette takes on a jewel-toned hue. Looking for the minibar? That can be found in the handmade brass elephant, of course. The TV? That’s in ornate gold framing. Soho may be the night owl’s domain, but The Penthouse makes staying in ever so tempting. By Ellys Woodhouse Price on request. Contact info@broadwicksoho.com, +44 207 047 4000, thebroadwicksoho.com

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