What Broadwick Soho does

Broadwick Soho is a privately held, 57-room luxury boutique hotel located at 20 Broadwick Street in central London's Soho district, operated by Broadwick Street Holdings Limited (UK Company Number 09912830) and owned by Noel Hayden, with Joshua Gardner as Managing Director and Andrea Gelardin as Creative Director. Opened in 2023 and designed by Martin Brudnizki, the property is built around a maximalist, theatrical interior concept that incorporates a 350-piece curated art collection featuring works by Andy Warhol, Francis Bacon, and pieces from David Bowie's personal collection. The hotel pairs its accommodation offering (Standard through The Penthouse room categories) with four distinct food and beverage venues — Italian restaurant Dear Jackie, ground-floor Bar Jackie, rooftop bar Flute, and lounge The Nook — and five private event spaces (The Dining Room, Flute, Dear Jackie, The Nook, and The Penthouse) accommodating 20 to 175 guests.

The underlying technology stack is conventional hospitality infrastructure: in-room digital tablets for guest information, smart climate control (air conditioning auto-shutoff when balcony doors open), digital newspaper services, and an online booking system on the company website. Restaurant and bar reservations are managed through the third-party SevenRooms platform, and gift cards are sold via a third-party storefront (skchase.com). The hotel's revenue model is fundamentally transactional, drawing from nightly room rates (inclusive of VAT plus a 5% discretionary service charge), per-cover food and beverage spend (with a 15% discretionary service charge), private-event venue hire and catering, and gift-card sales. Pricing is discretionary and demand-driven, with promotional packages (Suite Spot, Four for Three, Family Affair, Art Retreat) used for yield management.

The go-to-market is direct-to-consumer, with the company website as the primary booking channel and prominent 'Book Now' CTAs throughout. Brand visibility is generated through a sustained press and PR strategy (Financial Times, The Times, Forbes, Condé Nast Traveller, The Telegraph, The Spectator, Wonderland), organic social media across Instagram, Facebook, TikTok, Twitter, and TripAdvisor, an email newsletter, and a content series (Soho Diaries). Strategic cultural partnerships with Frieze London and El Fenn Marrakech, plus a recognised LGBTQIA+ inclusive positioning tied to Soho's heritage, drive targeted customer acquisition across the art, nightlife, luxury travel, and events segments.

Name

Broadwick Soho

Legal name

Broadwick Street Holdings Limited

Website

https://broadwicksoho.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Broadwick Soho is a privately held, 57-room luxury boutique hotel in central London's Soho district, combining maximalist Martin Brudnizki-designed rooms, a 350-piece art collection, four F&B venues, and five private event spaces serving affluent travellers, couples, families, art and culture enthusiasts, and corporate clients.

Ownership category

akta.pro rank

Product category

Luxury Boutique Hotels

NAICS

Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211)

SIC

Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Urban Luxury Hotels (City Luxury) (THAGACAE)

Keywords

• Luxury boutique hotel
• Hotel accommodation
• Restaurant dining services
• Private event venues
• Rooftop bar lounge

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Hotel Accommodation: Room and suite rentals across 57 rooms including Standard, Superior, Luxury, Deluxe, Junior Suite, Family Suite, Broadwick Suite, and The Penthouse. Revenue generated from nightly rates with VAT inclusive and 5% discretionary service charge.
2. Food and Beverage: Four distinct venues: Dear Jackie (Italian restaurant), Bar Jackie (all-day dining/bar), Flute (rooftop bar with terrace), and The Nook (ground-floor lounge). Revenue from dining, cocktails, and events with 15% discretionary service charge in all outlets.
3. Private Events: Event space rentals including The Dining Room (28 guests boardroom-style), Flute (175 guests standing), Dear Jackie (50 guests seated), The Nook (40 guests standing), and The Penthouse (20 guests standing). Revenue from venue hire and catering.
4. Gift Cards and Vouchers: Monetary gift cards ranging from £50-£250 for dining experiences at Dear Jackie and Flute. Hotel stay gift cards redeemable against room nights and dining.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Broadwick Soho operates a 57-room luxury boutique hotel in central London's Soho, offering accommodation across Standard, Superior, Luxury, Deluxe, Junior Suite, Family Suite, Broadwick Suite, and The Penthouse categories. The property also runs four F&B venues — Dear Jackie (Italian restaurant), Bar Jackie, Flute (rooftop bar), and The Nook (lounge) — alongside private event spaces and monetary gift cards redeemable for stays and dining.

Product overview

Broadwick Soho is a 57-room luxury boutique hotel in London's Soho district, offering a portfolio of accommodation and F&B venues. The property features rooms and suites designed by Martin Brudnizki with maximalist interiors, alongside four distinct dining and drinking venues: Dear Jackie (Italian restaurant), Bar Jackie (ground-floor bar), Flute (rooftop bar with terrace), and The Nook (lounge). The hotel also operates private event spaces including The Dining Room, The Penthouse, and spaces within its restaurants. Gift cards and special promotional packages complement the core hospitality offerings.

Differentiator

Problem solved

Functional benefit

Brands

• Dear Jackie: Italian restaurant featuring red silk walls, Murano lighting, and plush booths offering refined Italian cuisine
• Bar Jackie
• Flute
• The Nook
• The Dining Room
• The Penthouse
• El Fenn Residency
• Frieze Partnership

Products and services

• Rooms & Suites Luxury accommodation with 57 rooms and suites featuring maximalist interiors designed by Martin Brudnizki. Room categories include Standard, Superior, Luxury, Deluxe, Junior Suite, Family Suite, Broadwick Suite, and The Penthouse. Targeted at affluent leisure travellers, couples, families, and business guests seeking distinctive Soho accommodation.
• Dear Jackie Restaurant Italian restaurant named after owner Noel Hayden's mother. Features red silk walls, Murano lighting, and a menu of refined Italian cuisine. Serves hotel guests and walk-in diners.
• Bar Jackie Ground-floor bar offering Italian schiacciata sandwiches, seasonal dishes, and cocktails with live performances. Serves guests and walk-in visitors.
• Flute Rooftop Bar Rooftop bar with landscaped wraparound outdoor terrace offering Soho skyline views. Features animal print upholstery, mirrored ceilings, innovative cocktails, canapes, and small plates. Capacity of 175 guests standing.
• The Nook Ground-floor lounge offering an exclusive, convivial space for informal events or intimate receptions. Decorated with intricate Italian fabric, a 1970s Murano chandelier, and atmospheric fireplace. Capacity of 40 guests standing.
• The Dining Room (Private Events) Private event space on the eighth floor with floor-to-ceiling windows offering London skyline views. Accommodates up to 28 guests on a boardroom-style table. Designed for executive board meetings, creative workshops, press junkets, and product launches.
• The Penthouse (Private Events) Private event suite with king-size bedroom, separate living area, and elegantly furnished terrace with London views. Features handmade furniture, private art collection, and signature cocktail bar. Capacity of 20 guests standing for product launches, photoshoots, press junkets, and showcases.
• Gift Cards Monetary gift cards redeemable towards hotel stays or dining experiences. Dining gift cards range between £50–£250 for Dear Jackie or Flute. Hotel stay gift cards can be used for room nights and dining. Sold through broadwicksoho.skchase.com.

Named customers5 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature1 record

Partnerships

Six partnerships are on record, tiered core, flagship and minor.

• Frieze LondoncoreGTM or Marketing Partner · 12 October 2026Official hotel partner for Frieze London 2026 (October 12-20). Special packages offering 20% off best available rate, daily breakfast, and VIP passes to Frieze London and Frieze Masters. Art Retreat package includes artist workshops, private collection tours, and dinners with Founding Friends.
• El Fenn MarrakechflagshipStrategic or Co-development Partner · 25 June 2026Summer rooftop residency at Flute from June 25 through August 31, 2026. El Fenn, Marrakech's iconic hotel, transforms Broadwick Soho's rooftop into a Moroccan-inspired sanctuary featuring bold striped designs, Moroccan dining, art exhibitions by Ismail Zaidy and FatimaZohra Serri, and a boutique with artisan products. The partnership celebrates Moroccan craftsmanship and contemporary design, including an Art Retreat package for Frieze London 2026.
• SevenRoomscoreTechnology or IntegrationReservation management platform used for restaurant and bar bookings at Dear Jackie, Bar Jackie, and Flute venues. Enables guests to book dining experiences online.
• Hassan HajjajminorStrategic or Co-development PartnerMoroccan artist whose work 'Rubbish Odalisque 2010/1431' welcomes guests on arrival during El Fenn residency. Selected pieces from his Larache Shop available in the boutique.
• Rita AlaouiminorStrategic or Co-development PartnerMoroccan artist whose large-scale murals are featured at El Fenn in Marrakech. Hosting a workshop as part of Frieze London Art Retreat at Broadwick Soho.
• Vanessa BransonminorStrategic or Co-development PartnerCo-founder of El Fenn Marrakech, serving as Cultural Ambassador. Appears in Art Series discussions alongside Broadwick Soho's Art Curator Jonathan Brook.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ham Yard Hotel: Boutique design-led luxury hotel in Soho-adjacent Soho/Fitzrovia from Firmdale — competes for the same design-conscious luxury traveller with individually styled rooms, an art collection, and a rooftop restaurant.
• Rosewood London: High-design luxury hotel in central London (High Holborn) with strong F&B programme (Holborn Dining Room, Mirror Room, Scarfe's Bar) — comparable maximalist-leaning interiors, multiple food and beverage outlets, and affluent traveller target.
• The Ned: Members club and hotel in the City of London with nine restaurants and bars, event spaces, and a strong design identity — comparable multi-venue F&B model and demand from affluent cultural and corporate guests.
• Hotel Café Royal: Historic luxury hotel on Regent Street (Soho/Piccadilly boundary) with multiple F&B outlets and event spaces — directly comparable central London luxury positioning, multi-venue model, and high-profile cultural and celebrity appeal.
• The Connaught: Iconic Mayfair luxury hotel with multiple F&B venues (Helene Darroze, The Connaught Bar, Jean-Georges at the Connaught) — directly comparable London luxury positioning, multi-venue revenue model, and design-led prestige guest experience.
• The London EDITION: Boutique lifestyle luxury hotel in Fitzrovia operated by EDITION/Marriott with strong F&B scene (Berners Tavern, Punch Room) — directly comparable design-led, F&B-anchored positioning targeting similar younger affluent travellers.
• The Standard London: Disruptive design-led boutique hotel in King's Cross with a strong F&B and nightlife proposition — directly comparable 'hottest hotel' positioning, design-driven interiors, and appeal to similar cultural and nightlife-seeking luxury guests.

Broad incumbents

• The Hoxton: Design-led boutique hotel brand with multiple London properties (Holborn, Shoreditch, Southwark) and strong F&B concepts — comparable boutique positioning, design focus, and event-driven cultural programming, though at a slightly lower price tier.
• Soho House: Global members' club and boutique hotel brand with strong London presence, large art collection, and multiple F&B venues — comparable creative-class, design-led, art-curated positioning though access is gated by membership.
• The Savoy: Iconic luxury London hotel on the Strand with multiple F&B outlets (American Bar, Thames Foyer, Beaufort Bar) — comparable London luxury positioning, multi-venue F&B, and event spaces, but with far greater scale and historic brand equity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/broadwicksoho
• Instagraminstagram.com/broadwicksoho
• Facebookfacebook.com/BroadwickSoho
• YouTubeyoutube.com/@BroadwickSoho
• LinkedInlinkedin.com/company/broadwick-soho

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Broadwick Soho