Small Luxury Hotels of the World (SLH) has welcomed Broadwick Soho as the first London hotel to join its Finest Collection, a selection of exceptional, independent properties recognised for their distinctive character, unmistakable sense of place and consistently outstanding guest experiences.
Set in the heart of London’s West End, Broadwick Soho brings a bold, bohemian and deeply personal expression of luxury to the collection. The 57-room hotel channels the glamour, eccentricity and creative energy of its neighbourhood through richly layered interiors, characterful dining and an evolving cultural programme spanning art, music, design and performance. It’s a vibrant hub for local creativity, connection and community.
Conceived by a group of friends and creatives, the property, located at 20 Broadwick Street, Soho is partly inspired by owner Noel Hayden’s childhood memories of his family’s flamboyant seaside hotel in Bournemouth. Internationally acclaimed interior architect Martin Brudnizki brought the vision to life in his first London hotel project, combining English eccentricity, Jazz Age opulence and disco-era glamour. A dynamic assortment of materials, colours, fabrics and textures have been used to create a whimsical and colourful menagerie, embodying 70s hedonism.
Each room and suite has been meticulously designed, featuring bespoke furniture by Brudnizki, antiques and vintage curios. The hotel’s 10 suites and Penthouse are swathed in marbled wallpaper depicting floating elephants, tigers and exotic flora and fauna, complemented by handmade furniture such as custom minibars masquerading as brass elephants, made in Jaipur.
The kaleidoscopic hotel is also home to more than 300 original artworks, bringing together internationally recognised names and emerging global artists. Highlights include works by Andy Warhol, Francis Bacon, Bridget Riley, Victor Pasmore, Faye Wei Wei and Casey Moore, alongside specially commissioned pieces created for the guestrooms and suites.
A cultural address in the heart of Soho
Broadwick Soho’s cultural programme further connects guests with Soho’s creative life. Since opening in November 2023, the hotel has hosted live performances from artists including Sister Sledge, Sheryl Crow, Sophie Ellis-Bextor and Dave Stewart, alongside DJs, emerging talent, talks and events linked to London Fashion Week, Pride in London and Frieze.
During Frieze London from 15 to 18 October 2026, Broadwick Soho will host an artist residency centred around Moroccan multidisciplinary artist Rita Alaoui. The programme will combine an artist-led workshop with access to Frieze London, private gallery visits and intimate conversations with artists, collectors, curators and cultural figures.
“Broadwick Soho is exactly the kind of hotel Small Luxury hotels of the World was created to celebrate – a small hotel with a big experience” said Richard Hyde, Chief Operating Officer at Small Luxury Hotels of the World. “It is independently minded, deeply personal and inseparable from the character of its location. Every element, from its design and art collection to its cultural programming and hospitality, reflects a confident and original point of view.”
He continued, “Finest Collection brings together hotels that are destinations in their own right. Defined by the strength of their identity, the quality and consistency of their guest experience and their ability to offer something genuinely distinctive. It’s the sum of all the small and thought details at Broadwick Soho that gives us an outstanding first Finest address in London.”
“We are incredibly proud to be joining SLH’s Finest Collection and to be recognised alongside such an exceptional collection of independently owned hotels from around the globe. Our hotel was conceived as a love letter from Noel to his parents and from the very beginning, we set out to create a hotel with a true sense of place; one that celebrates the energy, creativity, and individuality of Soho through exceptional design, art, genuine hospitality, and unforgettable guest experiences” said Joshua Gardner, Managing Director and Founding Friend.
A global set of exceptional independent hotels
SLH’s Finest Collection celebrates the many forms independent luxury can take, from remote retreats and intimate country houses to design-led city hotels and celebrated coastal resorts. What unites the properties is their status as destinations in their own right, and a shared ambition to be among the very best in their field.
Broadwick Soho joins 29 other SLH Finest Collection members* including: Cap Rocat in Mallorca, Spain; Carneros Resort and Spa, Napa Valley, United States; Ett Hem in Stockholm, Sweden; FORESTIS in The Dolomites, Italy; and Pimalai Resort & Spa, Koh Lanta, Thailand.
As the Finest Collection grows, SLH will continue to identify independently owned and operated hotels that combine exceptional quality with a singular identity, meaningful connection to place and a consistently outstanding guest experience.
