Step into a new era of luxury at Broadwick Soho, where tradition takes a backseat and individuality takes the spotlight. Voted Disruptor of the Year in The Times and The Sunday Times Best Places to Stay 2025, this hotel is rewriting the rules of hospitality in London. With its bold design, unexpected events, and unwavering commitment to comfort, Broadwick Soho isn’t just a place to stay—it’s an experience waiting to be discovered.

Luxury in London has traditionally been defined by quiet lobbies, white-gloved formality, and a strict adherence to tradition. Broadwick Soho, however, is rewriting the script—earning the title of Disruptor of the Year in The Times and The Sunday Times Best Places to Stay 2025. In a city filled with historic hotels, standing out takes audacity, mischief, and an unrelenting commitment to individuality.

Unlike its more traditional counterparts, Broadwick Soho embraces the unexpected. At Flute, the hotel's rooftop bar, guests enjoy breathtaking skyline views alongside cultural events. On April 12, in partnership with Soho Radio, the hotel will celebrate World Record Day with a special performance by the acclaimed Yellow Days, featuring surprise guest appearances. While hotel residents enjoy priority access, the spirit of Soho keeps most events open to the public.

Despite its lively atmosphere, Broadwick Soho is also a sanctuary. As the door clicks shut, the city fades away. With 57 meticulously designed rooms and suites, each serves as a private retreat offering unparalleled comfort. From Frette Italian linens and feather-down duvets to Ortigia’s Sicilian botanicals in the rainfall shower, every detail is crafted for relaxation. Rooms feature individually controlled air conditioning, twice-daily housekeeping, and a state-of-the-art entertainment system with complimentary new-release movies.

Even the youngest guests are treated with care. The Family Affair package ensures children enjoy their own adjoining room, stocked with their favorite treats, allowing parents to unwind with a nightcap while the little ones dream up their own adventures.

Where other hotels rest on their heritage, Broadwick Soho is creating its own—a fiercely independent, friendly, and welcoming home in Soho’s most vibrant neighborhood. Here, hospitality is personal, and luxury feels effortless.