Virgin Hotels London-Shoreditch, the newest hotel from the luxury lifestyle hospitality brand, has officially opened and is poised to bring an unparalleled blend of heartfelt service, innovation, and personalised experiences to one of London’s most dynamic and eclectic neighbourhoods.

In celebration of the opening, Virgin Hotels is offering those who join its loyalty and preferences programme, The Know, as well as existing members, the chance to earn double Virgin Points on stays during September to December 2024* when they link their account to Virgin’s rewards club, Virgin Red. Members will earn 14 Virgin Points for every £1 spent on nightly room rates, and soon will also be able to redeem their points for future stays at Virgin Hotels London-Shoreditch.

Guests who book a stay before 1st December 2024, can also experience the hotel’s diverse food and beverage offering with an extra perk. By taking advantage of its Grand Opening offer they will receive a £75 dine and drink credit per stay to use at either Marlin’s On The Roof, BiBo by Dani Garcia, In-Room Dining or the lobby lounge.

Sir Richard Branson, Founder of the Virgin Group, commented: “I’m so thrilled to see Virgin Hotels London-Shoreditch has swung its doors wide open. The UK is where the Virgin story all began, so it’s incredibly exciting to have another foothold in the city. Virgin Hotels was created to do things differently, and Virgin Hotels London-Shoreditch is no exception.”

Yesterday also marks the start of a phased transformation of the 120-bedroom hotel, located at 45 Curtain Road, to bring iconic features of the Virgin Hotels brand to the space, including Sir Richard’s flat, its custom-designed and patented hybrid beds and the innovative Lucy app offering members of The Know a personalised experience.  The transformation will also see the hotel’s street-level lobby lounge and café become a pop-up Commons Club - Virgin Hotels’ flagship food and beverage concept where work and play intermingle - before being transformed into an exciting new space later in the year.

James Bermingham, CEO of Virgin Hotels Collection, commented: “We are absolutely delighted to be opening our first London hotel today – our 17th property in the Virgin Hotels Collection. This is the beginning of an exciting journey to bring our Virgin Hotels brand to life in this spectacular building and we can’t wait to share it with our guests and create some Virgin magic in Shoreditch.

“We already have some incredible experiences to showcase alongside the highly personalised service that Virgin Hotels is known for, and there’s even more to come.”

Virgin Hotels London-Shoreditch’s offering is further elevated by the array of existing elements and amenities available, including the vibrant Spanish restaurant BiBo by renowned chef Dani Garcia. Hotel guests will also benefit from complimentary access to the rooftop bar, swimming pool, Marlin’s Mediterranean restaurant, gym, and treatment rooms that form a sophisticated private members’ club sanctuary run by Blue Marlin Ibiza.

To book a stay at Virgin Hotels London-Shoreditch visit: virginhotels.com/london-shoreditch, email reservations.londonshoreditch@virginhotels.com or call +448009176278 with rates starting from £300 per room per night.

For more information about the Virgin Hotels portfolio, visit www.virginhotels.com.