Step Inside: Virgin Hotels London-Shoreditch Reveals its Final Look
Brand new suites and a vintage-style listening bar complete the phased transformation.
Today, Virgin Hotels London-Shoreditch proudly completes its phased transformation, and Richard Branson is in town to celebrate the grand reveal. Located at 45 Curtain Road, the 120-bedroom hotel boasts a rooftop pool and unveils 14 stunning new suites. The opening celebrations will provide a first-look at Hidden Grooves, a brand-new hi-fi listening bar that pays homage to Virgin’s roots in music, featuring a studio-album-themed cocktail menu, light bites and an extensive vinyl collection. The opening marks the seventeenth property for Virgin Hotels Collection, and its first in London. With a flagship property in New York, and other city locations including New Orleans, Chicago and Edinburgh, Virgin Hotels offers heartfelt, personalised service, innovation, and vibrant experiences to one of London’s most creative and eclectic neighborhoods.
HIDDEN GROOVES
Designed by Richard Branson himself, Hidden Grooves - the hotel’s brand new hi-fi listening bar - is where nostalgia meets innovation with a Shoreditch edge. Channeling inspiration from Japanese listening bars, the concept evokes the golden age of vinyl, inspired by the Virgin Records era, and pays homage to Richard Branson’s legendary music history. The charming bar is styled like a stylish 1970s living room, filled with vintage furniture and music memorabilia that nods to the early days of Virgin Records.
At the 38-seat venue, patrons can explore a vast selection of music, from rare finds to timeless classics, played through the highest quality sound systems designed by London-based Project Audio. To compliment the music, the hotel offers album-themed cocktails and bites. A range of weekly entertainment and vinyl sessions form the venue's events programme.
NEW SUITES
Lynne Hunt London (LHL), together with Virgin Hotels’ in-house design team have curated a bold and contemporary new design for its Premier Suites and Sir Richard's Penthouse Flat. Celebrating the vibrant spirit of the 1970s – the dynamic decade that gave rise to the Virgin brand – with a fresh, modern twist, the design reflects the dynamic energy of the area – famous for its cafes, bars, and artistic charm.
The spacious suites feature a warm, rich palette of rust, olive green, pale blue, and cream, with luxe textural fabrics like boucle, velvet and leather. ‘Hollywood’-style orange mirrors and collectible artwork add playful yet refined touches throughout, whilst the painted brick walls in complementary tones add a subtle backdrop to the spectacular rooms. Enhancing the space are cosy boucle sofas, velvet armchairs, custom-designed burl oak furniture and Virgin Hotels’ one-of-a-kind patented beds, while bespoke fluted timber wardrobes and bars house top-tier amenities. Designed with personality and detail, the new suites offer guests a luxurious, stylish escape that feels like a true home away from home.
“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 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.”
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.”
“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.” James Bermingham, CEO of Virgin Hotels Collection
Hotel guests continue to benefit from existing amenities such as the innovative Virgin Hotels Mobile App offering personalised service to members of The Know - Virgin Hotels' personalised loyalty programme - and complimentary guest access to the rooftop bar, swimming pool, Marlin’s on the Roof restaurant, gym, treatment rooms and rooftop club. A new signature restaurant, arriving later in spring, will further elevate the guest experience.
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. 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.
For more information about the Virgin Hotels portfolio, visit www.virginhotels.com and for Hidden Grooves, visit www.hiddengrooveshifi.com
MEDIA CONTACTS:
For UK publications: please contact Sophie.James@virginlimitededition.com and ellie.ball@virgin.com
For US publications: please contact: heather.odell@virginhotels.com or J/PR at virginhotels@jpublicrelations.com
ABOUT VIRGIN HOTELS COLLECTION
Formed in January 2023, Virgin Hotels Collection is the parent company of Virgin Hotels and Virgin Limited Edition, two award-winning luxury hospitality brands from Sir Richard Branson’s Virgin Group. Together, they offer distinctive guest experiences rooted in thoughtful design, personalized service, a strong sense of place and a meaningful connection to the communities and destinations in which they operate. Virgin Hotels delivers a vibrant and inclusive lifestyle experience in cities across the US and the UK shaped by smart design, local culture and creative food and beverage. Virgin Limited Edition offers a collection of one-of-a-kind retreats, private islands and hotels in some of the world’s most extraordinary settings. Together, the brands are redefining luxury hospitality through a differentiated customer experience, distinctive style and the Virgin spirit. For more information on Virgin Hotels Collection and its properties, please visit virginhotelscollection.com.
ABOUT VIRGIN RED
Virgin Red is Virgin's rewards club, connecting the Virgin family, where members can earn on the everyday to save for the extraordinary. Virgin Red also makes it easy to support local communities, charities and the environment.
Virgin Red celebrates its members for living a life more Virgin – giving them exclusive access to rewards from the Virgin family and beyond. It makes it really easy for members to earn and spend Virgin Points – Virgin's universal currency which never expires.
Whether it’s spending points on an everyday treat like a coffee or cinema ticket, saving for a bigger extraordinary experience like a holiday or watching a concert from the Virgin Red Room, there is something for everyone. Top up your points balance by earning on your everyday online shopping with some of the UK’s biggest retailers or earning points as you travel by train across Great Britain with Virgin Trains Ticketing.
ABOUT VIRGIN GROUP
The Virgin Group is a leading international investment group and one of the world’s most recognised and respected brands. Created in 1970 with the birth of Virgin Records, the Virgin Group has gone on to invest in, incubate, and grow a number of successful businesses in the private and public markets. The Virgin Group has expanded into many sectors since its inception, driven by Sir Richard’s ambition to create the world’s most irresistible brand. These sectors include travel & leisure, financial services, health & wellness, technology & internet-enabled, music & entertainment, media & mobile, space, and renewable energy. Find out more at virgin.com.