by Marisel Salazar
A group of impeccably stylish Australian women are enjoying a breakfast of bright berries, creamy yogurt, and frothy cappuccinos in a private café in downtown New York, clearly fueling up for a shopping spree.
“Well done!” the quartet exclaims to the equally well-dressed hotel proprietors dining alongside them. “It’s been an exceptionally nice week.”
The women are complimenting the owners of The Broome Hotel, a boutique establishment in SoHo that marries the charm of a bed and breakfast with the luxuries of a five-star hotel. It’s your “home away from home,” as owners Vincent Boitier, Stephane and Jean Claude Iacovelli, and Damien Jacquinet say. With its spectacular Federal Revival–style architecture, personalized service, locally sourced food, and artistic décor, The Broome is a haven for exhausted New Yorkers looking for a quiet staycation abode, or for visitors seeking the lavishness and superior comfort of an indulgent hotel with a special yet human touch.
In fact, the unique and intimate personal services at The Broome go well beyond its European-inspired five-floor brownstone. There is a one-to-one ratio of employees to rooms: 14 employees to 14 rooms, that is. Staff members take on a “hybrid position,” meaning that you can ask just about anyone for help. (Everyone knows how to whip up a latte.) Thoughtfulness and attentiveness to guests’ creature comforts is apparent, too: a barista ran out to the market to grab soymilk for a dairy-free cappuccino I ordered, without even my having to ask.
“We are like an ally, we want to make sure guests are looked after,” says general manager Sasha Soyfer.
Rooms are outfitted with Mitchell Gold + Bob Williams furnishings, Bellino Fine Linens, king- and queen-sized Sealy memory foam mattresses, and CitiQuiet windows for the sleep-focused. Bathrooms are stocked with The Broome’s version of a first-aid kit: classic items such as razors, toothbrushes, and creams to more personal items, like tampons, are provided to guests. And while it certainly meets the basic roots of hospitality, The Broome also tailors to those who want an “experience.” Items such as Brooklyn-based Nunu Chocolates, Harney & Sons Teas, bottles of Voss water, Samsung Smart televisions, Tivoli sound systems, and full-length mirrors are just a taste of what each rooms offers, providing a more opulent, fashionable feel.
An open-air atrium, however, is the defining space of the hotel. Cool, quiet, and calming, this hacienda-like area opens up to the sky. It’s perfect for al fresco dining and the Vinyasa yoga classes taught by Chloe Kernaghan of Yoga Vida in the spring and summer. It’s also been the grounds for notable events such as the Cointreau summer luau and an interview with actor Matt McGorry—better known as Officer John Bennett from “Orange is the New Black”—as well as the visual canvas for Soma water filters, Nexxus hair care photo shoots, and several fashion photography portfolios.
“We tailor to the fashion market, but also those looking for a hideaway,” says Soyfer.
It seems that the staff at The Broome are just as cool and appealing as the type of guests it attracts: Daisy McNairy, daughter of New York–based fashion designer Mark McNairy (fashionista and designer herself) greets you as you walk in; night auditor Erik Sherr is a former Broadway actor; and Soyfer, the general manager, was a concierge for three years at some of the best hotels in the world like Dream Downtown, Ruschmeyer’s, Modrian Soho, and Royalton New York.
While iPads serve as digital in-room directories to what’s going on in the private and public spaces of the hotel and surrounding neighborhood, the staff and owners know the area like they’ve been here for years—because, of course, they have. Stephane Iacovelli is also the owner of Fiat Café in nearby NoLIta, while Boitier and Jean Claude and Stephane Iacovelli have piloted the helms of Café Lure, Jean Claude, Soho Steak, and L’Orange Bleue. If you need a restaurant reservation or ideas on where to go, just ask one of the modish and helpful staff members or owners—they’ll know what to do.
431 Broome Street
New York, NY