Virgin Hotels is bringing its luxury lifestyle hospitality experience to London for the first time. Set to open on August 1, 2024, the new hotel will be located in the vibrant neighborhood of Shoreditch. This move marks a return to Virgin's roots, with Sir Richard Branson's iconic brand making its debut in the city where it all began.

The 120-room hotel will be situated at 45 Curtain Road, right in the heart of Shoreditch. Known for its creative arts, tech scene, and fashionable culture, Shoreditch is the perfect fit for Virgin Hotels’ innovative and dynamic approach. The hotel’s striking building is set to become a prominent feature of East London's landscape.

Guests can look forward to a range of elevated experiences at the new Virgin Hotels London-Shoreditch. The hotel will feature a glittering rooftop bar, pool, private members club, and treatment rooms managed by Ibiza’s Blue Marlin. The existing Spanish restaurant BiBo, in partnership with renowned chef Dani Garcia, will remain open, as will the lobby bar and café, Christina’s, which will undergo a transformation into a unique Virgin-branded eatery by 2025.

The interiors of the hotel will reflect Virgin Hotels’ distinctive style, including patented beds and mattresses, red Smeg fridges, and a top-tier suite named Richard’s Flat. Guests will also have access to the Lucy App, which allows complete room control via their phones.

This new London location is part of Virgin Hotels' ongoing global expansion. It will be the 17th property in the Virgin Hotels Collection, following recent openings in Edinburgh and New York in 2023. The London hotel will also feature Virgin’s The Know loyalty program and Virgin Red, allowing members to earn points for their stays to be redeemed across the Virgin Group.

Richard Branson, founder of the Virgin Group, expressed his excitement about the new hotel: “We’re all absolutely delighted that Virgin Hotels Collection will be opening a Virgin hotel in London. 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 favorite destinations – and of course where Virgin’s story started.”

James Bermingham, CEO of Virgin Hotels Collection, added: “This year will mark 10 years of Virgin Hotels, and what a way to celebrate as we announce our newest hotel in one of the world’s most famous cities. Shoreditch, London, will be home to the next location for Virgin Hotels, and what an extraordinary one it will be.”

The London hotel is part of a long-term agreement between Virgin Hotels and Reuben Brothers, leaders in real estate investment and development. Jamie Reuben of Reuben Brothers highlighted the strategic partnership and the exciting future of the property in Shoreditch, emphasizing the synergy between Virgin’s innovative spirit and their own development goals.

Virgin Hotels London-Shoreditch will open its doors on August 1, 2024. Reservations will be available starting early July 2024. For more information and to book your stay, visit Virgin Hotels London-Shoreditch.

Join Virgin Hotels in celebrating a new era of luxury hospitality in London, blending the brand’s signature style with the vibrant culture of Shoreditch.