Project Team
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Light IQ, Cameron Gardens, Broadwick Street Holdings, ICA, AL3D Projects, Emmaus, Gormleys, CMD joinery, Pierre Frey, Broadleaf Ballards, Ben Whistler, Sogni Di Cristallo, Elementa, HTS
Text provided by MBDS
Inspired by ‘gritty glamour’ and the diverse history of Soho, MBDS’s design influences for Broadwick Soho ranged from 1970s disco pop elements to British eccentricity. Inspired by the strong women who frequented Soho during the 60s and 70s, these muses played a significant role in shaping the design approach which the studio summarises as ‘Studio 54 meets your grandmother’s townhouse’. Throughout the hotel, a mix of materials, colours and textures have therefore been used to encapsulate an eclectic look in a tribute to the vibrant essence of this iconic London neighbourhood, as well as a blend of vintage and antique finds with bespoke craftsmanship.
The entrance hall envelopes visitors in a soft, dusty pink hue, sets the tone for the hotel’s residential ambiance while offering a welcoming and functional space for guests. Similarly, the Nook provides a cosy escape from the bustling Soho scene, with its ‘boudoir-style’ design enveloping guests in warmth and comfort. In Bar Jackie, the invitingly casual atmosphere encourages communal dining experiences, with long counter-style tables and intimate seating. Featured in the Suites and Penthouse guestrooms of Broadwick, mini bars masquerade as brass elephants – crafted in Jaipur by masterful artisans – effortlessly blending practicality with whimsical aesthetics.
