East London Welcomes a New Listening Bar at Virgin Hotels London-Shoreditch
Vintage vibes, vinyl nostalgia and sonic seduction.
Virgin Hotels London-Shoreditch has announced the launch of Hidden Grooves. Now open in East London’s vibrant and creative district, the new 38-seat hi-fi listening lounge is located on the hotel's ground floor. Channeling inspiration from Japanese listening bars, the intimate venue offers a studio-album-themed cocktail menu, delicious shareable bites, and an extensive vinyl collection. The interior design of Hidden Grooves was created by the Virgin Hotels Collection design team, with support from London-based architects, EPR, ensuring the space is stylish and acoustically tuned for the ultimate listening experience.
From rare finds to timeless classics, the records are played on top-tier sound systems designed by London-based Project Audio. Adding a personal touch, Richard Branson has curated a special record crate featuring a selection of his all-time favourite LPs, from Lou Reed’s Walk on the Wild Side to Daft Punk’s One More Time. This bespoke drawer offers a glimpse into the soundtrack of Virgin’s early years, with each record tied to a memory. Returning to the brand’s roots and inspired by Virgin Records, the concept evokes the golden age of vinyl, paying homage to Branson’s pioneering music venture, which launched the careers of some of the world's greatest musical legends.
Celebrating the art of deep listening and the ever-evolving culture and demand for high-end sound systems, the space exudes a vintage aesthetic, where mid-century modern furniture and vintage music paraphernalia create the ambiance and nostalgia of a classic 1960s-70s listening room. Come evening, the new haunt amps up to its signature vibe, including weekly entertainment and vinyl sessions, capturing the same spirit of discovery and community that made the age of vinyl so iconic. Guests can also enjoy a high-quality small plates menu featuring local and sustainable ingredients, including Beef Sliders, Korean-Fried Cauliflower, Shrimp Cocktail, and an Artisanal Cheese Selection.
Cocktails at Hidden Grooves are more than just drinks—they’re time capsules. Each season, the menu draws inspiration from a different decade in music, blending the spirit of the era with modern mixology. The opening menu, which pays homage to the label’s formative years, pairs each drink with an iconic album, creating a multi-sensory experience where music, taste, and design seamlessly come together.
Standouts include Medusa’s Kiss, a herbal, citrus-laced twist on the classic gimlet inspired by Roxy Music’s Siren (1975), served in a jellyfish-shaped glass with a basil honey base and an aromatic citrus bubble. Black Groove, a decadent reimagining of the Espresso Martini, draws from Faust’s experimental album The Faust Tapes (1973), blending banana-infused vodka and rum, peanut butter fatwash, espresso, and banana liqueur, finished with a vinyl edible print of the album. For something with bite, Punk Punch channels the explosive energy of The Sex Pistols’ God Save the Queen (1977) through a fiery mix of tequila, mango, pineapple, lime, and chilli agave – topped with a crown-shaped mango and white chocolate garnish. A small yet curated selection of wine, champagne, and beer will also be available.
Upon entering the space, two dedicated listening stations are tucked between wall-to-wall shelves of records. A subtle nod to the iconic Virgin Megastore booths, they’re designed to spark discovery and nostalgia, inviting guests to drop the needle, lose track of time, and fall into something new. At the heart of the space is a meticulously curated library of over 5,000 vinyl records handpicked through a months-long process spanning private collections, record stores, and auctions. Assembling the collection was more of a treasure hunt than a transaction, intending to bring together a body of work that spans genres, decades, and cultural movements.
A DJ booth and Tannoy Westminsters sit central to the lounge, delivering clear, dynamic sound. These legendary speakers are a centerpiece of the venue’s audio setup, delivering a truly immersive listening experience. The high-end sound system also becomes a central art piece as it is seamlessly integrated into custom-built displays, surrounded by acoustic treatments that enhance sound and the visual texture. Cosy, ambient lighting and soft, comfy seating will set a relaxed mood, while wall-to-wall vinyl shelving invites effortless browsing. A sleek, minimalist bar, accented with rich, natural materials like wood and stone, finishes the space with an organic feel and a retail nook featuring branded merchandise including tote bags, t-shirts, and more.
To complement the atmosphere of Hidden Grooves, Virgin Hotels London-Shoreditch will offer an exciting lineup from Wednesday to Friday (6 PM until late), ensuring there’s always something new to discover. The lineup includes everything from full album playthroughs to late-night vinyl-only sets. Midweek brings Salon Sounds, a community-led series spotlighting selectors pushing sonic boundaries. As the weekend approaches, the energy builds with Full Frequency on Fridays and Saturdays, showcasing resident DJs and international names spinning strictly vinyl, digging deep across genres, decades & styles, bringing the high-energy grooves. With future additions like label takeovers and artist-led residencies on the horizon, the programme is as much about discovery as it is about connection.
“Hidden Grooves is a celebration of Virgin’s iconic music legacy,” said David Monson, General Manager of Virgin Hotels London-Shoreditch. “It’s about reconnecting with the rich history that built the brand, and offering a space where music lovers can rediscover the joy of vinyl. This isn’t just a listening lounge – it’s a place where the spirit of Virgin Records lives on, allowing people to experience the magic of albums, the way they were meant to be heard.”
He added, “Opening in Shoreditch as the 17th property in the Virgin Hotels Collection, in one of London’s most creative neighborhoods, feels incredibly special. We’re proud to bring the Virgin Hotels experience to this vibrant part of the city.”
Hidden Grooves is a love letter to audiophile precision and laid-back vibes. This isn’t just a listening room; it’s set to be a hybrid sound system, seamlessly blending pro-audio power with true audiophile finesse. Whether you plan to listen to a rare pressing of John Coltrane or want to heat up the floor with disco edits, this system will be able to handle it, with poise, power, and precision.
Hidden Grooves | @hiddengrooveshifi
For press enquiries, please contact Sophie.James@virginlimitededition.com and ellie.ball@virgin.com
Notes to Editor
Opening hours:
Monday – Wednesday: 8am – 11pm
Thursday – Saturday: 8am – 1am
Sunday: 8am – 11pm
*Kitchen closes at 10:30 pm nightly
*DJ programming will end at 10pm Monday-Thursday and Sunday and 11 pm Friday and Saturday
ABOUT VIRGIN HOTELS LONDON-SHOREDITCH
Virgin Hotels London-Shoreditch is the first London hotel and eighth location from the luxury lifestyle hospitality brand. Located at 45 Curtain Road, London-Shoreditch is poised to bring an unparalleled blend of heartfelt service, innovation, and personalised experiences to one of the capital's most dynamic and eclectic neighbourhoods. Opened on 1st August 2024, the 120-bedroom hotel brings iconic features of the Virgin Hotels brand to the space, including the innovative Lucy app offering members of The Know a personalised experience. The new Hi-Fi Lounge is the hotel’s street-level listening bar and cafe - Virgin Hotels’ flagship food and beverage concept fusing music and community with light bites and creative cocktails. Hotel guests will also benefit from complimentary access to the rooftop bar, swimming pool, Marlin’s Mediterranean restaurant, gym, and treatment rooms that form a sophisticated private members’ club sanctuary run by Blue Marlin Ibiza.
ABOUT VIRGIN HOTELS
Virgin Hotels is a luxury lifestyle hospitality brand that combines heartfelt service and a personalised hotel experience inspired by the innovation and smart disruption that Sir Richard Branson's global Virgin Group has pioneered for over 50 years. Each hotel intermixes a passion for food and beverage with music, design, and culture, fusing with the local landscape and providing a vibrant and inclusive environment for travelers and locals alike. The current portfolio includes eight hotels – Virgin Hotels London-Shoreditch, Virgin Hotels Chicago, Virgin Hotels Dallas, Virgin Hotels Nashville, Virgin Hotels New Orleans, Virgin Hotels Las Vegas, Virgin Hotels Edinburgh, and Virgin Hotels New York City, followed by Miami and Denver in 2027 as well as the launch of Virgin Residences. In addition, Virgin Hotels continues to explore hotel, conversions, and ground-up development in Boston, Los Angeles, Austin, Philadelphia, Seattle and more.