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A Tale of Two Cities
This summer, the vibrant soul of Marrakech arrives in the heart of London. We are thrilled to host a bold residency as El Fenn takes over our rooftop, Flute, from June 25th through to August 31st.
In a high-energy design collaboration, Broadwick Soho transforms into a living extension of Marrakech's most iconic hotel. This collaboration is a sanctuary for the creative community, fusing maximalist textures and inspired Moroccan dining with Soho spirit.
Flute Residency
For the summer, Flute rooftop becomes something else entirely. A rooftop reimagined as an extension of El Fenn's iconic terrace, where Marrakech's unmistakable visual language meets the Soho skyline.
Expect bold stripes, suspended lanterns, and a rhythm of colour and texture that shifts with the light from day to night. The energy is relaxed but expressive. A place to settle in, to stay a little longer than planned.
Food and cocktails form a single expression of the residency. The menu draws on Moroccan flavours and traditions, reinterpreted for a rooftop setting, while the cocktails mirror that same direction, balancing depth, spice, and freshness. Together, they create a fluid experience at the table, shaped as much by the moment as by what's ordered.
El Fenn residency - June 25th till August 31st
Music & Moments
Throughout the residency, Flute rooftop becomes a stage for a rotating line-up shaped by North African culture and creative voices.
Expect intimate art talks including El Fenn's Cultural Ambassador, Vanessa Branson and Broadwick Soho's Art Curator, Jonathan Brook. Alongside this, a curated selection of DJs will be bringing Moroccan and wider North African sounds into the mix, with live performances woven in across the season. The atmosphere shifts from afternoon ease into something more electric as the evenings unfold.
Launching with DJ Beatkozina on Saturday June 27th, the full programme will be announced at the start of each month on our What's On page and instagram @broadwicksoho.
Art
Moroccan art anchors the residency. Curated in collaboration with Hassan Hajjaj and Atay Atelier, Between Rooftops, features the work of Ismail Zaidy and FatimaZohra Serri, two Marrakech-based visual artists whose practices began on the rooftop.
Photography by Ismail brings a quiet, dreamlike stillness. Minimal compositions shaped by space, memory, and solitude. Alongside this, the work of FatimaZohra Serri offers a more direct perspective, exploring identity, femininity, and the body within modern Moroccan life.
Painter Ali Maimoun adds another layer, with works that draw on Moroccan visual traditions through a more expressive, colour-led approach.
The experience begins before you reach the roof. Already in-situ, a never before shown work by Hassan Hajjaj - Rubbish Odalisque 2010/1431 welcomes guests on arrival, offering a first glimpse of what unfolds upstairs.
All works displayed during the residency are available to purchase as part of our committment to support Moroccan artists.
Boutique
El Fenn's iconic boutique brings considered pieces from Marrakech into the heart of Soho.
A limited collection accompanies the residency, shaped by the same sense of colour, playfulness, and craft. Many pieces are made by hand by artisans across Morocco, with a focus on small-scale production and traditional techniques carried forward in a contemporary way.
Expect a mix of everyday objects and collectible pieces. Tote bags, caps, and t-shirts sit alongside artisan coasters, playing cards, and printed postcards. Selected items from Hassan Hajjaj's Larache Shop will also be available.
All items will be available exclusively at Broadwick Soho, at Flute and at the hotel reception from June 25th till August 31st, or until sold out.
Art Retreat - Frieze 2026
Anyone who has visited El Fenn in Marrakech, will be familiar with the incredible large-scale murals, painted onto the walls of their main entrance corridors by Rita Alaoui. a Moroccan artist whose practice explores ecology, memory, and the passage of time through material and gesture.
We are delighted to have Rita hosting a workshop as a part of our Frieze London Art Retreat.
A minimum three-night stay at Broadwick Soho from 14th October anchors the experience. Around it, a series of moments unfold. An intimate dinner with one of the hotel's Founding Friends. An evening with our Art Curator Jonathan Brook, offering a closer look at the collection and the thinking behind it, and of course access to Frieze London and Frieze Masters.
Our Art Retreat package will be released very soon. If you would like to be first in the queue, you can register your interest now.