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 and 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.
Hotel guests continue to benefit from existing amenities such as the innovative Lucy 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.
For more information about the Virgin Hotels portfolio, visit www.virginhotels.com
For any press enquiries, please contact [emailprotected]
Virgin Hotels London-Shoreditch
45 Curtain Road
London, EC2A 3PT
United Kingdom
+44 20 3988 4455
