Virgin Hotels London is like that friend who always knows the best restaurant, somehow manages to make Crocs cool (even without the Balenciaga collab), and still makes you feel completely at ease. Effortlessly stylish, unapologetically comfortable, and quietly confident, it’s part Shoreditch provocateur, part velvet-lined hideaway. But mostly it’s a place that gives the kind of welcome that fake cool rarely pulls off: genuine.
Virgin Hotels London nails that first moment, a smile, a tone, a kind of unspoken you’re-in-good-hands energy, and carries it from check-in to check-out, so that you left wondering why all hotels don’t try this hard to feel this easy.
What was the check-in experience like?
The front desk staff were the kind of cool that doesn’t try too hard, sharp, switched-on, and always one step ahead. There’s no stiff upper lip here, more like a knowing smirk and a wink. The vibe says, “We see you. We like your coat. Here’s where to get dumplings at 2am.”
Check-in was fast, easy, and somehow made you feel like you’d been a regular here for years. They make accommodation feel, well, accommodating. Like the word finally caught up with the feeling.
How is the location and accessibility?
Virgin Hotels first UK outpost was never going to open in Mayfair. Shoreditch made sense, not just because it’s where art, tech, fashion and food all fight for elbow room (and win), but because it brings the brand full circle. Virgin was born in London, and setting up here feels like a return to its rebellious, culture-shaping roots.
Shoreditch plays its part with swagger and sharp edges. It’s unpredictable and unapologetic, all ideas and attitude and last-minute plans that turn into the best nights. Virgin didn’t choose it to fit in—it chose it because the energy already matched. The neighbourhood moves fast and makes noise, and the hotel doesn’t flinch. It hums along, effortlessly in step. And when you do decide to leave the room, you’re a few steps from Shoreditch High Street, Spitalfields Market, and enough artisanal coffee to launch a start-up.
Being so close to Liverpool Street Station means easy connections to pretty much anywhere—and with the Elizabeth Line now operational, Heathrow is no longer a travel-day ordeal. You can land, grab your bags, and be steam-showered and rooftop-breakfasted before jetlag has time to catch up. This hotel hits all the logistical sweet spots for business, leisure, and the fashionably late.
What was the room like?
Virgin’s patented “Chamber” layout shows its smarts in the details, think sliding doors, layered spaces, and the kind of layout that laces up like a pair of limited-edition sneakers.
And the steam shower? A full-blown sensory resurrection chamber. It’s the kind of feature that has you secretly hoping for a drizzle outside just so you have an excuse to use it again. The bed passes every version of the flop test, and the lighting is moody in the best way, designed for ambience, not eye strain, but there’s also great natural light—great, if you’re in the mood to see your suitcase properly so you can fit in all your new buys. Less great, depending how big your night out was. Luckily, the curtains have range.
There’s a Smeg fridge stocked with goodies, charging ports galore, and a Grammable wardrobe that encourages outfit changes for breakfast, lunch and pre-dinner drinks.
What can you tell us about the food and beverage offering?
Breakfast at Marlin’s on the Roof is enough to make mornings a thing again for those who treat noon like a rumour. It’s served up with skyline views and strong coffee that understands the assignment. The menu balances clean, green options with hangover-curing classics.
Hidden Grooves is newly opened and worth visiting for more than just the cocktails. It’s a low-lit, high-style homage to Virgin’s roots in music, a nod to the record-store days, with vinyl on deck and drinks that spin just as smooth. Even the snacks have rhythm. There’s no gimmick here, just a sharp sense of what works, and why.
What facilities and services are available?
There’s a rooftop pool that looks like it belongs in a music video. The gym is open 24/7 for those who take their HIIT seriously (or at least like to walk past treadmills in activewear). There are co-working nooks, meeting rooms with actual personality, and little design touches that whisper rather than scream.
There’s also Lucy, the hotel’s own mobile app that acts like a personal concierge in your pocket. Through Lucy, you can check in, adjust the room temperature, order room service, and even message the front desk without lifting more than a finger. For Virgin’s loyalty members (The Know), Lucy unlocks extra perks, personal preferences, and special rates. It’s tech with charm, and genuinely useful, not just clever for clever’s sake.
It’s the Virgin magic trick: deliver the functionality of a business hotel but wrap it in something that feels like a members-only club with no pretension.
How was the guest experience overall?
Call it what you like, but it’s that rare sense of being let in. Not just welcomed, but seen. The vibe is warm, but never try-hard. It’s what happens when the cool kids open the circle and genuinely want you there. The staff don’t just show up; they tune in. Whether it’s directions to Ottolenghi’s or enthusiastic commentary on the two vintage coats you scored at Spitalfields, they’re fully in the moment with you. The vibe follows suit, curious, confident, and always a little conspiratorial. You’re not just staying here; you’re in on something.
Any top tips for staying here?
- Steam shower. Daily. Twice, even.
- Book the rooftop breakfast, even if you usually skip mornings. The views are smug-post worthy.
- Spitalfields Market is not optional. Budget space in your suitcase. This reviewer left with two coats and zero regrets.
- If it’s hot, and the pool’s calling, answer. Unless you’re planning to sweat it out in the vintage shops instead.
Checked in or checked out?
This is a hotel that gets the brief. It’s slick without being soulless, warm without the fluff, and impossibly cosy in all the right ways. The rooms have space to breathe, stretch and sprawl, with corners that invite reading, napping, or simply admiring your new Spitalfields haul. The bed, for the record, is less mattress and more marshmallow-topped cloud engineered for maximum horizontal joy.
Whether you’re here for business, pleasure, or just a chance to pretend you’re in a music video for 48 hours, Virgin Hotels London brings the kind of vibe that feels like being handed the aux cord at the best party in town: cool, curated, and all-in.
KARRYON UNPACKS: Virgin Hotels London dials Shoreditch cool up to room-service levels. Think rooftop breakfasts with city views, steam showers that could exorcise a red-eye flight, and staff who make good taste feel like second nature. It’s for the curious, the stylish, and anyone who’s ever wanted to feel like a local without faking it.
