In her feature for Wonderland magazine, Sofia Ferreira spotlights Broadwick Soho as a bold, personal, and joyfully unconventional addition to London's creative landscape. Speaking with Managing Director Joshua Gardner and Creative Director Andrea Gelardin, she explores how the hotel was born from deep friendship, shared vision, and a desire to honour owner Noel Hayden's family legacy. The result is a hotel that blends five-star service with soul - a maximalist dreamscape brought to life by Martin Brudnizki's design and a founding team that's involved in every detail, from artwork to teaspoons. Set on the corner of Broadwick and Berwick Streets, the hotel has become a hub for artists, musicians, and fashion creatives - a space as lively and layered as Soho itself. "We're not trying to be perfect," Gelardin says, "we're trying to be real." With no corporate rulebook, just a shared love of hospitality and design, Broadwick Soho offers something refreshingly different - and entirely unforgettable.