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    Broadwick Soho

    Opened in the fall of 2023, this lavish, independent hotel in London’s Soho neighborhood has all the elements that guarantee a great time—from the dazzling and colorful designs to the lush rooms to the array of restaurants.  


    The one-square-mile Soho neighborhood of London where this hotel is located is a huge part of the property’s identity—and not just because it’s in the name itself. Set on the corner of Broadwick and Berwick streets, the hotel draws much of its energy, its eclectic style, and its overall feel from the neighborhood. That’s a great thing for guests, as is the fact that there’s so much to see and do within walking distance, from art galleries to spas to restaurants and shops. (Pro tip: Your advisor can recommend places and you can also check out the “neighborhood” section of the hotel’s website, which maps out hotspots.) And since all of London is accessible from here, hitting up other famous sites is easy too. Airport-wise, it’ll take about an hour to arrive at the hotel from Heathrow.


    You won’t find the typical gray-and-white minimalist aesthetic here. We love the colorful and bold vibe exuded throughout this property, from the rooms to the restaurants, with its tailored and refined excellence. But that’s to be expected, considering it was designed by Martin Brudnizki, the interior designer behind places like Annabel’s in London and Fouquet’s New York in NYC. Here, there are 57 rooms, including 9 suites and one penthouse—all of which feature custom-designed beds and hand-picked art and are outfitted in lush pinks, blues, and greens. The penthouse, naturally, is the largest of the offerings and includes a private, furnished terrace. If you’re traveling with a group, consider the family suite, which has both king and queen-size beds.

    Por qué nos encanta:

    Part of what can make you fall in love with a property is finding out about its origin story. And this is a fun one: Conceived by a group of friends—all of whom now play a role in its operation—the hotel is owned by Noel Hayden, whose family once owned a property on the English coast. You’ll spot nods—like family photos—to that hotel in this new one, making it feel at once welcoming and grounded in history.

    Beyond that, in a neighborhood with so many restaurants, the dining options here truly stand out. The star is no doubt Dear Jackie, a dazzling space—the red walls and chairs are a knock-out—that showcases modern Italian dishes. Its “little sister” is the ground-level Bar Jackie, which is open from morning until midnight (Dear Jackie is open for dinner) and offers everything coffee to cocktails, breakfast dishes (the bomboloni are a must!), antipasti, and authentic pinsa romana. 

    Also great: Flute, a rooftop bar—the mix of patterns and textures in the design is incredible—that offers jaw-dropping panoramic views of central London from its 7th-floor, wrap-around terrace. Named for a 19th-century flute maker, there is both indoor and outdoor seating, where you can enjoy light bits and classic cocktails, like negronis and martinis.

    Why you should go F1RST:

    If you book through F1S, you’ll receive a $100 food and beverage credit and daily breakfast for two, as well as an upgrade and early check-in/late check-out, if available, and more.

    Consejos de F1S:

    After a day exploring the city or before heading to dinner, take a break in the ground-floor, for-guests-only lounge, The Nook, where you can peruse the vintage book or record collections and take in the impressive décor details, including a 1970s Murano chandelier.   

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