Broadwick Soho Enters SLH Finest Collection as First London Site
Small Luxury Hotels of the World names the 57-room West End property its first London member in the prestigious Finest Collection tier.
The short answer
Broadwick Soho has been inducted into Small Luxury Hotels of the World's Finest Collection as its first London member. The 57-room boutique hotel joins an international lineup of 30 properties recognized for independent identity and design excellence.
“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”
The short version
- Broadwick Soho is the first London hotel inducted into Small Luxury Hotels of the World's Finest Collection tier.
- 57 guestrooms and suites feature designs by Martin Brudnizki and an art collection exceeding 300 original works.
- 30 total properties now comprise the global Finest Collection, including Cap Rocat, Ett Hem, and FORESTIS.
Broadwick Soho has officially joined Small Luxury Hotels of the World’s Finest Collection, marking the first time a London property has earned entry into the brand's top-tier grouping, as reported by eHotelier [1]. The 57-room West End hotel joins a curated international portfolio of 30 distinctive, independently operated luxury destinations [1].
What defines Broadwick Soho's entry into the Finest Collection?
Broadwick Soho brings a blend of 1970s hedonism, Jazz Age opulence, and English eccentricity to the Finest Collection, establishing SLH's premiere footprint in the UK capital [1]. According to eHotelier, the property opened its doors in November 2023 at 20 Broadwick Street and was conceived by owner Noel Hayden alongside a group of creative friends [1]. Hayden drew inspiration from his family's former seaside hotel in Bournemouth, designing the property as a tribute to his parents [1].
The property represents interior architect Martin Brudnizki’s first hotel project in London, combining flamboyant custom elements with layered textures and bespoke furnishings [1]. The hotel houses 10 suites and a Penthouse, featuring marbled wallpaper with floating elephants and tigers, alongside custom brass elephant minibars crafted in Jaipur [1]. Across the entire property, guests encounter a curated private art collection featuring more than 300 original pieces, including works by Francis Bacon, Andy Warhol, Bridget Riley, Victor Pasmore, Faye Wei Wei, and Casey Moore [1].
How does the hotel integrate cultural programming into hospitality?
Broadwick Soho operates an active cultural calendar that connects guests directly to West End arts, fashion, and music networks [1]. The property has staged live performances by prominent musical acts including Sister Sledge, Sheryl Crow, Sophie Ellis-Bextor, and Dave Stewart, while coordinating events aligned with London Fashion Week, Pride in London, and Frieze [1].
During Frieze London, scheduled for 15 to 18 October 2026, the hotel will host an artist residency featuring Moroccan multidisciplinary artist Rita Alaoui [1]. The scheduled programming pairs workshops led by Alaoui with curated gallery excursions, collector dialogues, and access to the Frieze art fair [1].
Which international properties share the Finest Collection tier?
Broadwick Soho joins an elite group of 29 other international properties selected by Small Luxury Hotels of the World for their distinct sense of place and operational quality [1].
| Property Name | Destination | Setting Type |
|---|---|---|
| Broadwick Soho | London, United Kingdom | Urban Boutique / West End |
| Cap Rocat | Mallorca, Spain | Coastal Fortress Retreat |
| Carneros Resort and Spa | Napa Valley, United States | Vineyard Resort |
| Ett Hem | Stockholm, Sweden | Design-Led Townhouse |
| FORESTIS | The Dolomites, Italy | Alpine Mountain Sanctuary |
| Pimalai Resort & Spa | Koh Lanta, Thailand | Island Coastal Resort |
What does the partnership mean for independent luxury operators?
The addition underscores how independent luxury hotels can maintain operational autonomy while gaining global reach through curated marketing consortiums [1]. SLH leadership noted that the Finest Collection focuses specifically on properties that serve as standalone destinations characterized by strong identity and distinct service standards [1]. As stated by SLH Chief Operating Officer Richard Hyde, the collection gathers properties that deliver original viewpoints and seamless connections to their immediate surroundings [1].
Reported by
This article was written from the following reporting. Follow the links for the original coverage.
- [1]Broadwick Soho Joins SLH's Elite Finest Collection— eHotelier
Frequently asked
+What is the significance of Broadwick Soho joining SLH's Finest Collection?
Broadwick Soho is the first London property admitted to Small Luxury Hotels of the World's Finest Collection. The designation places the 57-room hotel into an exclusive portfolio of 30 independent properties recognized worldwide for distinct character and service quality.
+Who designed the interiors of Broadwick Soho?
Interior architect Martin Brudnizki designed the property, marking his first hotel project in London. The interiors incorporate 1970s disco glamour, Jazz Age opulence, custom Jaipur-made elephant minibars, and bespoke furnishings.
+When did Broadwick Soho open?
Broadwick Soho opened in November 2023. The property was conceived by owner Noel Hayden and a group of creative partners as a personal tribute inspired by his family's former hotel in Bournemouth.
+What artwork is displayed at Broadwick Soho?
The hotel displays more than 300 original artworks throughout its rooms and public spaces. The collection includes notable pieces by Andy Warhol, Francis Bacon, Bridget Riley, Victor Pasmore, Faye Wei Wei, and Casey Moore.
+What cultural events take place at Broadwick Soho?
The hotel hosts ongoing musical performances, DJ sets, and events tied to London Fashion Week, Pride in London, and Frieze London. Performers have included Sister Sledge, Sheryl Crow, Sophie Ellis-Bextor, and Dave Stewart.
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