London is calling Virgin Hotels.
The luxury lifestyle hospitality brand by Sir Richard Branson’s Virgin Group announced its first London hotel will open Aug. 1 in Shoreditch, the London Borough of Hackney.
It will be the eighth Virgin Hotels property and the 17th property for the wider Virgin Hotels Collection. The hotel will form part of a long-term agreement between Virgin Hotels and Reuben Brothers, a global real estate investment and development company.
“We’re all absolutely delighted that Virgin Hotels Collection will be opening a Virgin hotel in London,” said Branson, founder of the Virgin Group. “Since the inception of Virgin Hotels, we’ve had our sights set on London; a place that so many of our customers either call home, or name as one of their favourite destinations – and of course where Virgin’s story started.”
The 120-bedroom hotel, located at 45 Curtain Road in the heart of Shoreditch will feature Virgin touches, including a Spanish restaurant called BiBo in association with world-famous chef Dani Garcia; a rooftop bar, pool, and restaurant, a private members club, a gym and treatment rooms managed by Ibiza’s Blue Marlin.
“This year will mark 10 years of Virgin Hotels and what a way to start the early celebrations as we announce our newest hotel in one of the world’s most famous cities,” said James Bermingham, CEO of Virgin Hotels Collection.
“We are all truly delighted Shoreditch, London will be home to the next location for Virgin Hotels and what an extraordinary one it will be. We pride ourselves in having hotels in the very best locations across our key cities and Virgin Hotels London-Shoreditch will be in the epicentre of one of London’s most cultured, and creative areas.
Branson also stated that “at Virgin, we’ve been disrupting the travel industry for more than 40 years, from land to air to sea – even to space. Our success comes from identifying where we can make a difference.
“Virgin Atlantic customers have always said to me that we give them a wonderful experience in the sky, but they don’t have the same Virgin experience when they land. Well, we’ve sorted that in Las Vegas, New York, Edinburgh and now London too.”
Reservations can be made on its website, virginhotels.com/london-shoreditch.