Tucked into one of Soho’s liveliest corners, Broadwick Soho isn’t a luxury hotel that follows a formula. It’s theatrical but grounded, bold but warm—an interior built on narrative, instinct, and collaboration. We visited, stayed, fell in love, and wanted to know more. This is a story about a hotel.
Coming back to London always feels like stepping into the most fun party. This time, I’m especially excited. I’ll be staying at Broadwick Soho, right in the heart of the city’s busiest and most vibrant neighborhood, where luxury meets grit.
“We very much wanted to create an interior that felt like a home, so the working narrative was Studio 54 meets your grandma’s Soho townhouse. Inspired by women such as Iris Apfel, Fleur Cowles, and Soho residents Molly Parkin and Muriel Belcher, we liked the idea of creating an interior that encapsulated a creative life—well lived, well-travelled, and well-collected—taking influences from around the world and fusing a multitude of different colours together. Just like Soho,” renowned interior designer Martin Brudnizki tells me.
That layered spirit runs throughout the hotel—including its art collection, curated by Jonathan Brook, art advisor and Brudnizki’s partner. Works are tucked into corners, oversized pieces are squeezed into tight spots. As a novice art lover I really enjoyed all surprises – the collection unfolds as you move through the building—intentional, but never overdone. It’s fun and unexpected.
Curious to understand how all of it came together, I sat down with Jo Ringestad, Broadwick Soho’s founding friend, on the day of his birthday. Over coffee in a quiet corner of the hotel, we spoke about the journey from fashion to hospitality and what it really means to build a hotel with personality.
Before working in hospitality, Jo spent over two decades in fashion—leading a legacy fashion company that, at one point, designed full collections for the Spice Girls.
Me, in my mind: !!!!. Wish I asked more abut that period of his life.
The idea of a hotel came unexpectedly. While at the Monaco Grand Prix, Jo met tech entrepreneur Noel Hayden, who’d grown up in his father’s 100-room hotel before the family lost it.
Over dinner, Noel shared his story—and his dream of returning to hospitality one day. They didn’t exchange numbers, but over the next few years, they kept crossing paths—until one evening in London, Noel turned to Jo and said: “Do you want to open a hotel in London with me?”
Jo said yes. Initially as a joke. But the idea stayed with them.
The team behind Broadwick Soho came together organically, with Jo Ringestad and Noel Hayden joined by managing director Joshua Gardner, restaurateur Jamie Poulton, and creative director Andrea Galadin—each bringing a different perspective from luxury hotels, food, fashion, and design.
Broadwick Suites conjure the charm and elegance of a 1920s London townhouse.
“We very much wanted to create an interior that felt like a home, so the working narrative was Studio 54 meets your grandma’s Soho townhouse.”
They demolished an outdated office block and built from scratch—a daunting process.
“A blank canvas sounds exciting,” Jo said, “but it’s actually harder. You have to create everything. Even the soul of the place.”
The breakthrough came when they brought in London based Swedish interior designer Martin Brudnizki. While others presented thick decks of ideas, Martin came with four pages—images, textures, attitudes. It made sense.
Together, they invented a character: an eccentric aunt who had lived in Soho since the ’40s.
“She travelled. She collected. She inherited things and never threw anything away,” Jo explained. “That character helped guide the entire design language.”
Each space in the hotel—Bar Jackie, The Nook, the dining rooms—has its own feel. The guest rooms, by contrast, offer calm. A place to retreat, quietly.
One of the most distinctive things to me about Broadwick Soho is the art. At first, Jo and Noel simply began collecting pieces—Bacon, Warhol, works from David Bowie’s personal collection. But eventually, they needed help shaping the story.
Jonathan Brook, independent curator and art advisor, curated the final selection.
”The collection was assembled over a period of time which allowed us to build something that I hope feels organic. For example I liked the idea in The Nook of sharp contrasts and so we’ve very deliberately selected tonal and cohesive works that matched the yellow interior with contrasting monochromatic works. For other locations we’d buy something and try to fit it in which I think creates a lovely accidental and natural feeling. Squeezing large artworks into tight spaces or hanging pieces in slightly ‘off’ positions. It gives the collection personality.
Rather than a strict theme, the collection reflects the life of the fictional Soho aunt: part inherited, part collected, totally individual.
“I love the Bridget Riley in reception clashing with chintz, and the tiny nudes of men’s bottoms hidden in the upholstered walls of The Nook,” Jonathan said. “There are small moments all over. They add up.”
Drinks in Flute Rooftop Bar.
Restaurant Dear Jackie is a destination in Soho for Italian opulence, refined dining and night time glamour.
The hotel wasn’t built without strain. At one point, the original contractor went bankrupt mid-project, forcing Jo and Josh to take over coordination of more than 100 subcontractors.
“It nearly broke us,” Jo admitted. “We were both seriously unwell for a while. But we kept going.” Despite everything, the team stayed intact—and the hotel opened its doors.
When I asked Jo what he’s proudest of, it wasn’t the design or buzz or bookings.
“That we made it happen,” he said. “That people come in and feel something. It doesn’t feel rolled out. It feels… real.”
And it does. Broadwick Soho has atmosphere, but more than that, it has personality. Not everything is symmetrical. Some things are deliberately strange. But it works.
Missoni tapestry.
Jo, I start and you fill in:
My favourite dish at Dear Jackie is…
The slow-cooked steak. Takes time but worth it. And the seasonal asparagus—perfectly crisp.
A piece of art not to miss…
is the William Turnbull sculpture from David Bowie’s collection. Tucked away, but powerful.
My local favourites are…
Rita’s, across the street. Yugi Mu for proper Japanese. Andrew Edmunds is always a classic.”