Virgin Hotels Announces its First London Location in Shoreditch |
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Virgin Hotels, the luxury lifestyle hospitality brand by Sir Richard Branson’s Virgin Group, is set to open its first London hotel on 1 August 2024, marking a significant milestone in the brand's global expansion. This new addition will be located in the heart of Shoreditch, a vibrant neighborhood renowned for its tech, fashion, culture, and creative arts scene.

A Homecoming for Virgin

London holds a special place in the history of the Virgin Group, making this opening a homecoming of sorts. Virgin Hotels London-Shoreditch will be the brand’s eighth location globally and the 17th property within the Virgin Hotels Collection. This follows successful launches in Edinburgh and New York in 2023 and an announcement of a new property in Kenya.

Prime Location and Unique Features

Situated at 45 Curtain Road, the 120-bedroom hotel stands out in East London's iconic urban landscape, perfectly aligning with Virgin Hotels' ethos. The property will feature a diverse array of elevated experiences, including:

  • Spanish Restaurant BiBo: In association with world-renowned chef Dani Garcia.
  • Rooftop Bar and Pool: Offering stunning views of the city.
  • Private Members Club and Gym: Managed by Ibiza’s Blue Marlin.
  • Treatment Rooms: For a rejuvenating experience.

Sir Richard Branson, Founder of the Virgin Group, expressed his excitement about the London debut:

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 favourite destinations – and of course where Virgin’s story started."

Branson added,

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.”

A Decade of Virgin Hotels

James Bermingham, CEO of Virgin Hotels Collection, highlighted the significance of this opening:

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. 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."

Partnership with Reuben Brothers

Jamie Reuben, Principal of Reuben Brothers, shared his enthusiasm for the partnership:

Over the past decade, I have been closely following the smart, strategic expansion of Virgin Hotels. 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.”


Virgin Hotels London-Shoreditch will be open for bookings in early July, with reservations starting from 1 August 2024. For more information, visit Virgin Hotels London-Shoreditch or Virgin Hotels.


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