August 11, 2026 | Press Release

Broadwick Soho, the 57-room independent hotel in London’s West End, has become the first London property to join Small Luxury Hotels of the World’s (SLH) Finest Collection, placing the Soho address among the group’s most distinguished independent hotels globally.

The move marks a significant recognition for Broadwick Soho, which opened in November 2023 with a positioning centred on design, art, culture and the character of its Soho neighbourhood.

Located on Broadwick Street, the hotel was conceived by a group of friends and creatives and designed by Martin Brudnizki. Its interiors combine English eccentricity with Jazz Age glamour and 1970s-inspired maximalism. The property houses 57 rooms, including 10 suites and a Penthouse, alongside more than 300 original artworks featuring artists including Andy Warhol, Francis Bacon and Bridget Riley.

But it is the hotel’s cultural identity that increasingly sets it apart from conventional luxury accommodation. Since opening, Broadwick Soho has hosted performances by artists including Sister Sledge, Sheryl Crow and Sophie Ellis-Bextor, as well as DJs, talks and events connected to London Fashion Week, Pride and Frieze.

That positioning aligns closely with the criteria of SLH’s Finest Collection, which focuses on independently owned hotels that function as destinations in their own right, rather than simply offering luxury accommodation.

Broadwick Soho joins 29 other properties in the collection, including Ett Hem in Stockholm, Cap Rocat in Mallorca, FORESTIS in the Dolomites and Pimalai Resort & Spa in Thailand.

For London, the inclusion also reflects the changing definition of luxury hospitality in the city. Beyond room size, traditional service metrics and five-star credentials, independent hotels are increasingly competing through identity, cultural relevance, design and a strong connection with their neighbourhood.

Broadwick Soho’s inclusion gives SLH a distinctive first Finest Collection address in London while strengthening the hotel’s positioning among travellers seeking experiential and design-led stays in the capital.

The hotel is now bookable through SLH, with rates starting at £550 per night.