Design Spotlight: The Broadwick Soho — A Fusion of Maximalism and Homeliness
In the dynamic world of hospitality, the importance of interior design extends far beyond mere aesthetics. It serves as the backbone of guest experience, transforming simple spaces into memorable destinations through a blend of functionality and creativity. Our new design spotlight series aims to showcase precisely why design holds such significance, starting with the Broadwick Soho, a recent project by Martin Brudnizki (MBDS).
Situated in the heart of London, the Broadwick Soho merges the extravagant spirit of Studio 54 with the intimate allure of a sophisticated townhouse. Brudnizki, alongside art curator Jonathan Brook, began by imagining a fictional character, the ‘eccentric godmother who moved to Soho in the post-war period and had lived there ever since’, and then crafted a narrative around this to bring this kind of personality and history to life within the hotel’s walls.(2)
The Broadwick Soho features 57 uniquely styled rooms, adorned with lavish colors and patterns that bring a whimsical yet sophisticated flair to the rooms. Brudnizki’s commitment to creating an engaging and personal guest experience is evident in every detail, from the elephant-themed mini bars in the suites — a nod to the hotel's symbol — to the bespoke pieces crafted by artisans worldwide.
Art plays a pivotal role in defining the space, with works by Andy Warhol and William Turnbull adding a touch of cultural richness. The hotel’s interiors are a testament to Brudnizki’s ability to blend maximalist glamor with cocooned comfort, particularly visible in the rooftop dining bar, Flute. Named after a 19th-century flute maker from Broadwick Street, the bar showcases a playful mix of colors and patterns, creating an atmosphere that is both vibrant and inviting.
The narrative continues downstairs at the Italian restaurant, Dear Jackie, where the decor pays homage to its culinary offerings. Brudnizki has carefully sourced materials and accessories that reflect the restaurant's theme, including maiolica tiles and Formica tops, which complement the southern Italian vibes. The communal dining area, featuring long counter-style tables and Memphis-inspired chandeliers, enhances the familial, welcoming feel, reminiscent of dining in an Italian nonna’s kitchen.
A commitment to craftsmanship and local artisanship is a cornerstone of the Broadwick Soho’s design philosophy. From the hand-painted ceramic tiles to the Murano glass chandeliers and lamps made by Venetian artisans, each element is carefully chosen to ensure authenticity and quality.
The hotel not only stands as a symbol of innovative design but also as a cultural homage to Soho’s vibrant history. Brudnizki’s design approach—mindful of the neighborhood's rich cultural tapestry—ensures that the hotel resonates with both historical reverence and contemporary flair.
As we explore more such fascinating projects in our series, the Broadwick Soho sets a high benchmark for integrating character, culture, and craftsmanship into hospitality design, proving once again why thoughtful interior design is crucial to creating memorable experiences for guests.
