A Tale of Two Cities: in conversation with Andrea Gelardin – Creative Director at Broadwick Soho, discussing the collaboration of the season

While separated, as the proverbial crow flies, by well over 2000 kilometres, Broadwick Soho and El Fenn Marrakech have both created worlds that are unmistakably rooted in place, while at the same time entirely their own. One channels the unapologetic spirit of London’s most hedonistic neighbourhood; the other is an oasis of colour, craftsmanship and contemporary Moroccan creativity hidden within the medina.

This summer, those two worlds collide as El Fenn brings its unmistakable aesthetic to Flute, Broadwick Soho’s rooftop bar, for a residency that extends far beyond a decorative takeover. Art, music, food, handcrafted objects and cultural programming weave together to create an immersive dialogue between Marrakech and Soho—less a recreation than a thoughtful exchange of ideas.

Hotel Designs: Broadwick Soho has developed a reputation for bold, highly individual interiors. What was it about El Fenn that made it feel like such a natural creative partner?

Andrea Gelardin: What immediately drew me to El Fenn is its strong sense of identity. It isn’t just a beautiful place; it has a feeling, a rhythm and a personality. The same is true of Broadwick Soho – from the beginning, we wanted to create somewhere that felt like a stage for a community of likeminded people to belong, including the guests, the staff, the music, the objects.

There’s a shared belief that spaces should tell stories and that design can create an emotional response. El Fenn has such a unique ability to blend art, colour, architecture and culture in a way that feels both instinctive and deeply considered. It felt like a very natural conversation between two places that celebrate creativity, individuality and a sense of discovery.

Image credit: Broadwick Soho / El Fenn

HD: Design plays such a central role in both hotels’ identities. What common values do Broadwick Soho and El Fenn share when it comes to creating spaces with personality and emotional impact?

AG: I think both hotels understand that most memorable spaces aren’t necessarily the most perfect – they’re the ones that feel human. They have layers, stories and details that reveal themselves over time.

Both Broadwick Soho and El Fenn are rooted in a sense of place. They don’t try to be generic or follow a formula; they embrace their surroundings while creating their own world. For example, at Broadwick Soho, Martin Brudnizki has channelled the wild energy of Soho through the hotel’s whimsical interiors, and at El Fenn Vanessa Branson has ensured the hotel reflects the character of Morocco by championing local artists throughout.

Whether it’s through colour, art, objects, music, or the people who inhabit the space, there’s a real focus on creating an atmosphere that stays with you.

Image credit: Broadwick Soho / El Fenn

HD: Flute is already a distinctive rooftop destination. What were the biggest creative challenges in transforming an established London venue into an immersive extension of El Fenn without losing Broadwick Soho’s own identity?

AG: The challenge was really about finding the balance between the two worlds. We didn’t want to recreate El Fenn in London – that wouldn’t feel authentic. Instead, we wanted to create a dialogue between Marrakech and Soho, allowing both places to retain their own personalities.

The magic was in finding the connections: the colour palettes, the sense of spontaneity, the love of craft, music and gathering. Flute already has established its own energy, so the aim was to layer in elements of El Fenn’s spirit while allowing Broadwick Soho’s character to remain at the heart of it.

HD: This collaboration goes beyond interiors, incorporating art, music, food and cultural programming. Do you think the future of luxury hospitality lies in creating these more multidisciplinary guest experiences?

AG: Absolutely. I think people are looking for more than just a beautiful room or a great meal now. They want to feel connected to a place and have experiences that create memories.

From the very beginning, Broadwick Soho was imagined as a kind of stage – a place where guests could step into a different world. Not theatrical in a forced or artificial way, but in the sense that every detail contributes to the atmosphere, the experience and the story being told. Noel Hayden, owner of Broadwick Soho, grew up in a flamboyant seaside hotel in Bournemouth, and the hotel’s eclectic Studio 54-inspired energy pays homage to his father’s circus background, celebrating a spirit of creativity, individuality and theatricality.

The residency builds on this founding idea by creating another chapter in the hotel’s evolving narrative. It provides an opportunity to play, experiment and introduce new influences, while staying true to the same sense of curiosity, imagination and creative expression that has always defined Broadwick Soho.

Image credit: Broadwick Soho / El Fenn

HD: Do you see temporary creative residencies like this becoming a more significant part of hotel programming, allowing properties to continually reinvent themselves and encourage repeat visits?

AG: I think there’s something really exciting about creating moments that feel unique and time-specific. Hotels are no longer just static spaces; they can become platforms for creativity and cultural exchange. Residencies allow properties to evolve and surprise people. They give guests a reason to return and experience the hotel in a different way. The most interesting spaces are always changing slightly – they continue to collect stories and new layers over time.

Image credit: Broadwick Soho / El Fenn

HD: From a design perspective, what detail or element of the El Fenn residency are you most excited for guests to discover, and why?

AG: The collaboration with local makers and artisans in Marrakech was particularly special because it wasn’t about creating something that felt like traditional merchandise – it was about capturing a feeling. The limited-edition pieces, the colours, the hand-painted ceramics and the illustrations all tell a story of Marrakech meeting Soho. I think those smaller details are often what people connect with most because they create a sense of discovery.

Watching guests discover and admire the artwork curated by Hassan Hajjaj for the collaboration has been a real highlight. Featuring works from emerging Moroccan artists, including photographers Ismail Zaidy and Fatima Zohra Serri – it has been incredibly exciting to provide these talented artists with a platform to share their work with an international audience in London.

HD: How closely did you collaborate with the El Fenn team throughout the creative process, and were there any ideas or design elements that evolved unexpectedly as the project developed?

AG: It was a very collaborative process. The best ideas usually come through conversation and allowing things to evolve rather than having everything fixed from the beginning. Working with the El Fenn team was inspiring because there was a shared understanding that creativity comes from instinct, experimentation and responding to the materials, colours and ideas as they emerge. Some of the most exciting elements came from those unexpected moments – when two different perspectives meet and something new is created.

Main image credit: Broadwick Soho / El Fenn