Richard Branson turned commuter’s heads this morning with a giant red trunk as he officially opened Virgin
Hotels London-Shoreditch, Virgin’s first hotel in the capital.
Crowds gathered as the founder of the Virgin Group revealed hundreds of prizes, including stays at the newly revamped 120-room hotel on Curtain Road in Shoreditch
along with hundreds of thousands of Virgin Points up for grabs, which can be redeemed on Virgin Hotels stays and other Virgin experiences.
He declared: “We’re back where it all began – and doing it the Virgin way.”
The newly completed hotel, which has been undergoing a phased transformation since last August, boasts a rooftop pool, stunning new suites with Virgin Hotels’
iconic red doors and famous ‘lounge beds’, and access to exclusive treats via Virgin’s Lucy
app. Guests can also enjoy Marlin’s on the Roof restaurant, a private gym, treatment rooms and rooftop club. A new signature restaurant, arriving later this spring, will
further elevate the guest experience.
But the real headline act is Hidden
Grooves –
a 38-seat hi-fi bar inspired by Japanese listening lounges. It features rare records, album-themed cocktails, and weekly vinyl sessions in a retro 70s-style setting. The charming lounge is styled like a stylish 1970s living room, filled with vintage furniture
and music memorabilia that nods to the early days of Virgin Records.
“It’s a tribute to Virgin’s music roots,” said Branson. “We built our name on records – now inside our beautiful new hotel, we’ve built a space where people
can enjoy them again. Who doesn’t remember visiting a Virgin Megastore and listening to music before choosing
which album to buy? This is exactly what I wanted to recreate with Hidden Grooves.”
He added: “I’m absolutely delighted to celebrate the grand opening of Virgin Hotels London-Shoreditch. It’s a beautiful hotel in the heart of the capital. It’s
fantastic that when travellers step off our planes in London, they now have somewhere to rest their head and the wonderful Virgin experience continues. 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, CEO 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 happier to finally unveil Virgin Hotels London-Shoreditch and officially celebrate our 17th property in the Virgin Hotels Collection.”
To book a stay at Virgin Hotels London-Shoreditch visit:
www.virginhotels.com/london-shoreditch.
Rates start from £300 per room per night.
Members of Virgin Red – Virgin’s rewards club – can pay with Virgin Points for Reward Stays at Virgin Hotels London-Shoreditch. For a limited time, weekend Reward Stays start
from just 45,000 Virgin Points per night. Members will also earn seven Virgin Points for every £1 spent on stays at the hotel, which can be put towards their next stay or hundreds of rewards across Virgin Red and Flying Club, from flights and holidays to date
nights, concert tickets and epic experiences.
