At Broadwick Soho, Executive Director Joshua Gardner has helped shape a hotel that feels less like a place to stay and more like an extension of its neighbourhood. Rooted in Soho’s rich cultural fabric yet driven by a personal vision, in this conversation, we explore what has positioned Broadwick Soho as one of London’s most distinctive and culturally attuned boutique hotels.
Broadwick Soho has quickly established itself as a distinctive voice in London’s hospitality scene – what was the original vision behind the venue, and how has that evolved since opening?
The original vision was to create a hotel that felt intrinsically tied to Soho – capturing its history, creativity, and spirit, while elevating it into something altogether more refined. It was conceived as a place with character and narrative, rather than a conventional luxury offering. At the same time, it was a deeply personal project. For our owner, Noel Hayden, Broadwick Soho represents a return to his roots, inspired by his childhood growing up in his family’s hotel. That sense of warmth, theatre, and human connection became a guiding principle. Since opening, the hotel has evolved naturally into a social and cultural hub. What is most gratifying is seeing it embraced not only by international guests, but by the local community and becoming part of Soho’s ongoing story.
The property is known for its bold design and personality. How do you ensure that every space within the hotel delivers a cohesive yet memorable guest experience?
Martin Brudnizki approached the design as a composition, giving each space its own identity while maintaining a coherent whole. Inspired by Soho’s glamour and layered history, the design blends influences from Jazz Age opulence to Italian travels, finished with English eccentricity. A rich mix of materials, colours, and textures creates spaces that feel expressive yet warm and residential. The aim was to evoke an eccentric, character-filled townhouse – somewhere personal, layered, and instantly comfortable.
In a city as competitive as London, what sets Broadwick Soho apart from other luxury boutique hotels?
Its distinction lies in its individuality and independence. As a privately owned hotel, it maintains a clear vision and strong personality, closely tied to Soho’s diversity and creativity. More than that, it functions as a cultural hub, with live music, performances, and spontaneous moments bringing energy rarely found in luxury hospitality. This sense of theatre, influenced by Noel Hayden’s upbringing, creates an atmosphere where anything might happen. The result is a hotel that feels alive and deeply rooted in its surroundings.
Food, drink, and social spaces are central to the Broadwick Soho identity. How do you curate these experiences to appeal to both hotel guests and the local creative community?
From the outset, it was important that Broadwick Soho felt like a natural extension of Soho rather than something separate from it. The neighbourhood has always been about a mix of people, energy and ideas, and we’ve tried to reflect that across our spaces.
Each venue has its own personality, but they are all designed to feel social and fluid, allowing guests and locals to move between them depending on the mood. Food and drink are central, but what really defines the experience is the atmosphere – the music, the programming, and the people in the room. Curation goes beyond the culinary offering, with each element playing an equal role in shaping a space that feels lively yet comfortable.
We’ve always wanted it to feel open and inclusive, more like a members’ club without the barrier to entry. That mix of hotel guests and the local creative community is what gives the spaces their character, in a way that reflects Soho itself.
The hospitality sector is constantly shifting in response to changing guest expectations. How do you stay ahead of trends while maintaining a strong and authentic brand identity?
Rather than following trends, our focus is on having a clear sense of who we are and staying true to the hotel’s story and core, making decisions from that place. We are fortunate to have a strong origin story, and we remain grounded in it.
As a hotel that operates as a cultural and social hub, there is an inherent need to remain culturally aware. It is not something we consciously chase, but something our guests expect of us. Our audience is deeply engaged with music, art, fashion, and nightlife, so there is a natural responsibility to stay relevant and responsive to what is happening both locally and internationally. That awareness informs everything from programming to partnerships and the overall energy of the spaces.
At the same time, we place a strong emphasis on delivering a highly attentive and personalised experience, with a focus on flexibility and creating moments that feel considered rather than formulaic. These elements are continuously refined across both service and programming.
Authenticity remains the guiding principle, ensuring that any evolution feels natural and grounded, rather than reactive.
What innovations or developments can we expect as Broadwick Soho evolves?
Rather than following trends, the focus is on staying true to the hotel’s identity and origin story. As a cultural hub, there’s a natural responsibility to remain aware of developments in music, art, fashion, and nightlife. This informs programming, partnerships, and the overall energy. At the same time, emphasis is placed on personalised, attentive service and flexibility. Authenticity remains the guiding principle, ensuring evolution feels natural rather than reactive.