Virgin Hotels London-Shoreditch Unveils Final Design: First Look Inside The Stylish New East London Destination
Virgin Hotels Shoreditch, London
Virgin Hotels Collection
'I suspect we should have chosen London 40 years ago when we launched Virgin Atlantic but we didn't have the resources to open an airline, film company and hotel company at the same time. Now we've decided to open a number of hotels in London so that passengers who fly on Virgin Atlantic can continue their experience in the way they've been looked after on our planes.' Sir Richard Branson
The first property in London for Virgin Hotels Collection was officially opened this week by Sir Richard Branson and CEO of Virgin Hotels, James Bermingham. Following a soft launch last August, the hotel has undergone a phased transformation with suites, a listening room and rooftop pool added to complete the luxury offering.
Located in east London's Shoreditch, the 120-bedroom hotel also has 14 suites and a glorious rooftop pool. And, Hidden Grooves, a brand-new hi-fi listening bar pays homage to Virgin's musical roots, featuring a studio-album-themed cocktail menu, light bites and an extensive vinyl collection. The opening marks the eighth property for Virgin Hotels Collection. The flagship property is in New York with five others in the United States, including Chicago, Dallas, Las Vegas, Nashville and New Orleans. In the UK, London joins and Edinburgh and soon to open, Glasgow.
Hidden Grooves at Virgin Hotels London
Virgin Hotels
Designed by Richard Branson himself, who insists that 'vinyl sounds better' than digital music, Hidden Grooves, the hotel's brand new hi-fi listening bar, is a first for the hotel group. Taking cues from Japanese listening bars, the concept celebrates the golden era of vinyl and draws inspiration from Virgin Records' roots, honoring Richard Branson's iconic music legacy. The cozy bar resembles a chic 1970s lounge, featuring retro furnishings and curated music memorabilia that reflect the brand's early days.
Richard Branson at the new Virgin Hotels London-Shoreditch.
Professional Images/@ProfImages
'It's a tribute to Virgin's music roots,' said Branson. 'We built our name on records – now inside our beautiful new hotel, we've built a space where people can enjoy them again. Who also doesn't remember visiting a Virgin Megastore and listening to the music before choosing which album to buy? This is exactly what I wanted to recreate with Hidden Grooves.'
At the 38-seat venue, guests can explore a vast selection of music, from rare finds to timeless classics, played through the highest quality sound systems designed by London-based Project Audio. There's even a turntable in one corner where guests can choose their own vinyl to play. To complement the music, the hotel offers album-themed cocktails and bites. A range of weekly entertainment and vinyl sessions are an additional reason to drop in.
A suite at Virgin Hotels London
Virgin Hotels Collection
Lynne Hunt London (LHL), together with Virgin Hotels' in-house design team, have created a bold and contemporary new design for its Premier Suites and Sir Richard's Penthouse Flat (also available to stay in). The guestrooms and suites pay homage to the vibrant spirit of the 1970s, when the Virgin brand was established and today's buzzy Shoreditch, famous for its cafes, bars and the rise of the YBAs (young British artists) like Damien Hirst, Sarah Lucas and Tracey Emin.
The spacious suites feature an eclectic palette of rust, olive green, pale blue, and cream, with fabrics like boucle, velvet and leather. Hollywood-style orange mirrors, carefully selected artwork and painted brick walls lend a contemporary feel. Enhancing the suites are cosy sofas, velvet armchairs and custom-designed burl oak furniture and Virgin Hotels' super comfortable, patented beds.
Hotel guests can use the innovative Lucy app which allows a fully digital check in but rest assured, a traditional check in with the friendly staff is also available.
A rooftop bar and Marlin's on the Roof restaurant are on the seventh floor, along with a lovely petite swimming pool, heated to 28 degrees all year round. Breakfast, lunch and dinner are served at the bright rooftop restaurant which serves a modern mediterranean menu. A chic new signature restaurant on the lower ground floor will open later this spring.
Getting to Shoreditch from London Heathrow is a short trip on the new Elizabeth Line. A double room at Virgin Hotels London-Shoreditch is from £300 per night. Members of Virgin Red – Virgin's rewards club – can pay with Virgin Points for Reward Stays at Virgin Hotels London-Shoreditch. For a limited time, weekend Reward Stays start from just 45,000 Virgin Points per night.
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