Located in the heart of Shoreditch, Virgin’s first London hotel – with its rooftop pool, 1970s vibes and a penthouse suite named after Sir Richard himself – keeps things just as cool as the neighbourhood it is found in
Virgin succeeds in keeping things feeling fresh and innovative, while at the same time inserting a touch of groovy nostalgia with its ode to the 1970s, with music and decor bringing a laidback vibe
Amelia Neath
Location
When it comes to Virgin Hotels’ debut in the UK capital, there was no better place to set up than in Shoreditch, one of London’s trendiest neighbourhoods. Home to independent and lively pubs, boutique and vintage fashion and a buzzy food scene. Brick Lane with its vintage fashion emporiums is on the hotel’s doorstep, and it is also well located for exploring central London – just a 30 minute stroll or a few stops on the Tube will get you to areas such as Covent Garden and the Southbank.

The decor is perfectly pitched to match the surrounding area of Shoreditch, with a subtle, 1970s vibe. There are no white tablecloths or suited waiters in sight; instead, staff wearing boiler suits will hand you your keys and then encourage you to check out the bar or head up to the rooftop pool. Expect hundreds of Virgin Records on shelves in the bar, retro floral curtains in shades of burnt amber, plush banquets and lots of rich colours used throughout.

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The service
Staff at reception are one step ahead of guests’ needs, offering to take heavy bags up to the room and providing ice-cold water upon arrival. At the Hidden Grooves bar, friendly waiters were keen to give recommendations for signature drinks and the bar snacks to pair them with. Staff perhaps needed time to bed into their new roles, as we were disappointed to be told about cocktails that weren’t available before we came to order.
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Bed and bath
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