Situated in the heart of Shoreditch, the 120-room hotel is one of the most striking buildings in London’s East End landscape. Located at 45 Curtain Road, a stone’s throw from Spitalfields Market, Virgin Hotels London-Shoreditch becomes the 17th property for the wider Virgin Hotels Collection and eighth Virgin Hotels location across the world.
Set to open August 1, 2024, the hotel’s opening comes after recent announcements of a new property in Kenya and following the successful launches of Virgin Hotels Edinburgh and Virgin Hotels New York in 2023. Virgin Hotels, the luxury lifestyle hospitality brand by Sir Richard Branson’s Virgin Group, brings its smart-disruption ethos and philosophy to one of London’s most vibrant neighborhoods, known for its tech, fashion, culture and creative arts scene.
“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,” said Sir Richard Branson, Founder of the Virgin Group. “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.”
In a long-term agreement between Virgin Hotels and Reuben Brothers - global leaders in real estate investment and development - the hotel’s opening starts the gradual transformation to transition the hotel to a fully-fledged Virgin hotel with all the magic the brand is renowned for. From its showcase Spanish restaurant BiBo in association with world-famous chef, Dani Garcia; to a rooftop bar, pool, restaurant, private members club, gym and spa managed by the one and only, Ibiza’s Blue Marlin, Virgin Hotels London-Shoreditch will offer a truly elevated experience in London.
“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 that Shoreditch, London will be home to the next location for Virgin Hotels as we pride ourselves in having hotels in the very best locations across our key cities.”
Similar to other properties, the hotel will feature a penthouse suite (called Richard’s Flat), named after its founder and the room he will stay in when visiting. The spacious and fully equipped penthouse, along with the other suites and chambers, will feature the brand's patented bed, a red SMEG fridge, and one-of-a-kind artwork with unique Virgin pieces sprinkled throughout. Telling its own story of London, the design is Virgin’s luxurious interpretation of the city.
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.
Bookings are slated to open at the beginning of July.
