In his beautifully observed Financial Times piece, Simon Usborne steps inside Broadwick Soho, and captures the spirit we hoped to bring to life - a glamorous, joyful nod to Soho's louche past, layered with personal history. He calls the hotel a "show-stopper," with its pink elephant signage and unapologetically maximalist interiors by the brilliant Martin Brudnizki. But what makes the piece so special is how it reveals the story of our owner, Noel Hayden. From growing up in his parents' all-singing, all-dancing hotel in Bournemouth to co-founding a billion-pound tech business, Noel's journey is anything but ordinary. Usborne highlights how the magic shows of Noel's childhood have subtly reappeared at Flute bar, and how the red silk walls of Dear Jackie are a love letter to his mother. It's not just a hotel - it's our family story, retold in leopard print, lacquer, and velvet.