Sydney, June 13: Virgin Hotels, the luxury lifestyle brand by Sir Richard Branson’s Virgin Group, has announced its first London hotel will open on 1 August 2024 in Shoreditch.
Continuing its global expansion, London will be the eighth Virgin Hotels location, marking a homecoming for Sir Richard and the Virgin Group.
This will be the 17th property for the Virgin Hotels Collection, following new openings in Kenya, Edinburgh, and New York.
The hotel is part of a long-term agreement between Virgin Hotels and Reuben Brothers, leaders in real estate investment and development.
The 120-bedroom hotel, located at 45 Curtain Road, promises to deliver Virgin’s iconic, personalized hotel experience to Shoreditch, known for its tech, fashion, 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; 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,” said Sir Richard Branson.
“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,” he added.
Virgin Hotels London-Shoreditch will feature a variety of luxury amenities including the Spanish restaurant BiBo by world-renowned chef Dani Garcia, a rooftop bar, pool, restaurant, private members club, gym, and treatment rooms managed by Ibiza’s Blue Marlin.
These will all be accessible to hotel guests.
“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. 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,” said James Bermingham, CEO of Virgin Hotels Collection.
“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,” he added.
“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. 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,” said Jamie Reuben, Principal, Reuben Brothers.
Virgin Hotels’ The Know loyalty programme and Virgin Red rewards club will now have a home in London, allowing members to earn Virgin Points with their stays.
More details will be announced later this year.
Bookings for Virgin Hotels London-Shoreditch will open in early July for reservations starting 1 August 2024.
For more information, visit virginhotels.com/london-shoreditch.
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