Virgin Hotels has completed the refurbishment of its London-Shoreditch property, introducing new suites and debuting a hi-fi listening bar as part of the revamped offering.
Situated on Curtain Road, the 120-bedroom hotel unveiled the final phase of its transformation today, with Richard Branson present at the opening.
The project features 14 new suites and introduces 'Hidden Grooves,' a vintage-inspired music bar.
The hotel, Virgin Hotels' seventeenth property globally, marks the brand's debut in London. Virgin Hotels is part of the Virgin Hotels Collection, which also has locations in cities like New York, Chicago, New Orleans, and Edinburgh.
Hidden Grooves has been designed to evoke the atmosphere of a 1970s living room, complete with vintage furniture and music memorabilia. Drawing inspiration from Japanese listening bars and the early Virgin Records era, the venue offers a studio-album-themed cocktail menu and a vinyl-centric music program. The sound experience is enhanced by sound systems crafted by London-based Project Audio.
The new suites, developed in collaboration with Lynne Hunt London and Virgin Hotels' in-house design team, are inspired by the 1970s. The interiors showcase a colour palette of rust, olive green, pale blue, and cream, complemented by textures of boucle, velvet, and leather.
Key features of the suites include custom furniture, Virgin Hotels' patented beds, and bespoke timber wardrobes.
Richard Branson, founder of the Virgin Group, said: “It’s a tribute to Virgin’s music roots. 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.”
Branson added: “I’m absolutely delighted to celebrate the grand opening of Virgin Hotels London-Shoreditch. London is where we started Virgin more than 50 years ago, and it feels really special to mark the opening of our first hotel here. Virgin Hotels was built on the idea of doing things differently, and Shoreditch is a perfect reflection of that spirit.”
James Bermingham, chief executive officer of Virgin Hotels Collection, said: “Since the hotel opened its doors last August, it has been undergoing a phased transformation, and we couldn’t be more excited to finally unveil Virgin Hotels London-Shoreditch and officially celebrate our 17th property in the Virgin Hotels Collection.”
Hotel amenities include a rooftop pool, gym, treatment rooms, a rooftop club, the Marlin’s on the Roof restaurant, and the Lucy app for personalised service. A new signature restaurant is also set to open later this spring.
