LOOK WHO’S TALKING BRITISH Sir Richard Branson gets ready for his, er, Virgin Hotel Dallas’ close-up. By Andrea Bennett Photography by Dean Alexander IN VASION Is it really even a Virgin event if Sir Richard Branson (virgin. com) doesn’t make a dramatic entrance? When he arrived in Las Vegas on the first Virgin Atlantic Airlines nonstop flight from London in 2000, he dressed as Elvis Presley and later rappelled off the Palms Casino Resort to celebrate Virgin America landing there. You might remember his Dallas adventure launching Virgin America at DFW in 2010 “in quite a fashion,” he says. A “love letter” to the city—as well as a petition signed by 28,000 people—convinced Dallas to let Virgin America fly into Love Field, “and we thanked them with a big party with country superstar Kacey Musgraves. Soon, there will be a Virgin Hotel there, and I couldn’t be more pleased,” he says. His latest love letter to the city comes in the form of Virgin Hotels Dallas, to whose 2016 groundbreaking he arrived on a horse, in a Virgin-red cowboy hat, with Miss Texas. It’s the neighborhood that might have clinched the deal for Branson. “I was thrilled to be able to spend a little time in the Design District. It’s a fascinating neighborhood associated with creativity and individuality.” And while he acknowledges that it’s his own individuality that personifies the brand, “it also means the buck stops here,” he says, “so I want to create something that I can be really proud of.” He’s also quick to give credit where it’s due—to Virgin Hotels CEO Raul Leal, who’s been sealing deals and breaking ground on new hotels at a rapid clip. “I say that I want to create it, but Leal and his team will be creating it… and I want to take the credit for them creating something really special,” Branson says with a laugh. As for what you can expect when it opens in 2019? “It will feature over 200 lovely chambers, a pool deck and bar, a rooftop lounge, and the Virgin Hotel flagship space, Commons Club,” he says. He’s staying mum, however, on what you can expect from him. 128 MODERN LUXURY DALLAS JUNE 2018 | MODERNLUXURY.COM
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