Virgin Hotels London-Shoreditch Opens First Location in City

Virgin Hotels London-Shoreditch has officially opened its doors following a phased transformation, marking Virgin Hotels' first property in London and featuring 120 bedrooms, 14 suites, a rooftop pool, and the new Hidden Grooves hi-fi listening bar. Designed by Richard Branson and inspired by the brand's musical heritage, Hidden Grooves offers a studio-album-themed cocktail menu, light bites, and an extensive vinyl collection in a 1970s-inspired setting. The opening reflects Virgin's commitment to bringing its signature personalized service and vibrant experiences to one of London's most creative neighborhoods, with Branson noting the importance of extending the Virgin experience from airline to hotel stays. The hotel draws on Japanese listening bar influences and honors Virgin Records' roots, blending nostalgia with innovation for a unique guest experience.