Virgin Hotels will open its first London hotel on 1 August 2024 in the heart of Shoreditch, establishing an eighth location for Sir Richard Branson’s luxury lifestyle hospitality brand.
It will become the 17th property for the wider Virgin Hotels Collection, having just announced a new property in Kenya and following the successful launches of Virgin Hotels Edinburgh and Virgin Hotels New York in 2023.
“We’re all absolutely delighted that Virgin Hotels Collection will be opening a Virgin hotel in London,” Branson said.
“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.
“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.”
The hotel will form part of a long-term agreement between Virgin Hotels and real estate investment and development operators Reuben Brothers.
“Over the past decade, I have been closely following the smart, strategic expansion of Virgin Hotels – with its significant openings in key US and UK cities – from Chicago and Las Vegas to Edinburgh and New York,
Reuben Brothers principal, Jamie Reuben, said.
“I am therefore incredibly excited to be partnering with Virgin Hotels in London of all places – the city that both Sir Richard Branson and I are proud to be from. Richard and his team’s entrepreneurial spirit and constant quest for excellence make them the ideal partner for our property in Shoreditch, and I look forward to seeing Virgin’s vision come to life.”
Virgin Hotels London-Shoreditch will bring Virgin’s iconic trademark and unrivalled personalised hotel experience to one of London’s most vibrant neighbourhoods, known for its tech, fashion, culture and creative arts scene.
The 120-bedroom hotel, at 45 Curtain Rd, Shoreditch, is one of the most striking buildings in London’s East End landscape, making it the perfect fit with Virgin Hotels’ ethos and philosophy. Its seven other luxury lifestyle hotels are also located in iconic urban locations across key cities in the US and UK.
“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,” Branson said. “Well, we’ve sorted that in Las Vegas, New York, Edinburgh and now London too.”
Virgin Hotels London-Shoreditch will continue to offer showcase Spanish restaurant BiBo, in association with chef, Dani Garcia, a glittering rooftop bar, pool, restaurant, private members club, gym and treatment rooms, managed 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.
“We are thankful to Reuben Brothers for entrusting us to bring the Virgin Hotels brand to life in this incredible building and to bring a splash of red to Shoreditch by showcasing our innovative, heartfelt and personal hotel experience, led by our wonderful people, to our future London guests.”
The announcement of a London hotel will see Virgin Hotels’ The Know loyalty program and Virgin Red, the rewards club from Virgin, have a home in London for their members to stay and earn Virgin Points, with more details to be announced later this year.
Virgin Hotels London-Shoreditch bookings will be open in early July for reservations starting 1 August 2024.
