In her article for Condé Nast Traveller, Sarah James captures the exuberant spirit of Broadwick Soho, a bold new addition to London's most spirited neighbourhood. Standing out with its flamboyant design-think top-hatted pink elephants and interiors rich in colour, texture, and wit. The 57-room hotel is the brainchild of Noel Hayden, who channels his childhood in a Bournemouth hotel into a stylish ode to hospitality. Designed by Martin Brudnizki, rooms balance maximalist flair with surprising restraint, featuring aquamarine wallpaper, chandelier lighting, and handcrafted brass minibars shaped like elephants. Guests can dine and drink in four distinct venues, including the sultry Dear Jackie restaurant and rooftop bar Flute. Artworks by Bacon, Riley, and Warhol pepper the hallways, while a convivial team adds charm to every stay. From eco-conscious touches to its prime Soho location, Broadwick is more than a hotel-it's a celebration of playful elegance and Soho's enduring eccentricity.