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Virgin Hotels  announced its first London hotel to open on 1st August 2024 in the heart of Shoreditch. Continuing its global expansion, London will be the eighth Virgin Hotels location as it brings the brand home to its birthplace and where it all started for Sir Richard and the Virgin Group. It will become the 17th property for the wider Virgin Hotels Collection, having just announced a new property in Kenya and following the successful launches of Virgin Hotels Edinburgh and Virgin Hotels New York in 2023. The hotel will form part of a long-term agreement between Virgin Hotels and Reuben Brothers – global leaders in real estate investment and development. It will bring Virgin’s iconic trademark and unrivalled personalised hotel experience to one of London’s most vibrant neighbourhoods, known for its tech, fashion, culture and creative arts scene. The 120-bedroom hotel, located at 45 Curtain Road in the heart of Shoreditch, is one of the most striking buildings in London’s East End landscape, making it the perfect fit with Virgin Hotels’ ethos and philosophy. Its seven other luxury lifestyle hotels are also located in iconic urban locations across key cities in the US and UK. Sir Richard Branson, Founder of the Virgin Group, commented: “We’re all absolutely delighted that Virgin Hotels Collection will be opening a Virgin hotel in London. Since the inception of Virgin Hotels, we’ve had our sights set on London; a place that so many of our customers either call home, or name as one of their favourite destinations – and of course where Virgin’s story started. “At Virgin, we’ve been disrupting the travel industry for more than 40 years, from land to air to sea …

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