Virgin Hotels has teamed up with the Reuben Brothers to open its first London hotel.
The company expects to open a 120-room hotel at 45 Curtain Road, EC2, in Shoreditch on 1 August, its 17th location globally.
It said the hotel “will form part of a long-term agreement between Virgin Hotels and Reuben Brothers”.
Chief executive James Bermingham said: “We are thankful to Reuben Brothers for entrusting us to bring the Virgin Hotels brand to life in this incredible building and to bring a splash of red to Shoreditch by showcasing our innovative, heartfelt and personal hotel experience, led by our wonderful people, to our future London guests.”
Jamie Reuben added: “Over the past decade, I have been closely following the smart, strategic expansion of Virgin Hotels – with its significant openings in key US and UK cities – from Chicago and Las Vegas to Edinburgh and New York.
“I am therefore incredibly excited to be partnering with Virgin Hotels in London, of all places – the city that both Sir Richard Branson and I are proud to be from. Richard and his team’s entrepreneurial spirit and constant quest for excellence make them the ideal partner for our property in Shoreditch, and I look forward to seeing Virgin’s vision come to life.”
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