I wouldn’t call myself an active participant in the Shoreditch night scene.
That’s not a slight on the vibrancy of the area, but more an indication of the stage of life I’ve reached, preferring the comfort of secluded conversation over fanfare, nuanced by a quality-over-quantity bar line-up, while being shrouded in the blanket of aesthetically pleasing architecture.
I don’t ask for much do I.
It probably explains why I eschew the Shoreditch nightlife—but not tonight. My destination was on Curtain Road, a venue reborn. Previously a members club, and a hotel, after years of transition it’s taken a true visionary to reign it in, namely Sir Richard Branson.
Not one to miss an opportunity, his entrepreneurial eye has seen the potential of the venue’s future, eschewing the tumults of its past. For good reason too, the building is stunning, having undergone a tasteful yet minimal revamp, and unveiling 14 new suites, the 120-bedroom hotel also boasts a rooftop pool.
“It’s a tribute to Virgin’s music roots. We built our name on records—now inside our beautiful new hotel, we’ve built a space where people can enjoy them again. Who doesn’t remember visiting a Virgin Megastore and listening to the music before choosing which album to buy? This is exactly what I wanted to recreate with Hidden Grooves.”
SIR Richard Branson
Modern yet nostalgic, the hotel rooms are characterful, with surprising features, the steam room function in my shower being one example. Not a treat I was expecting, but one I readily enjoyed, ensuring my utmost relaxation before heading to their newly opened hi-fi listening bar, Hidden Grooves.
In essence designed by Richard Branson himself, Hidden Grooves is an ode to the musical foundations of Virgin Records, a nostalgic tribute giving voice to the aesthetics of yesteryear through a contemporary lens.
Stepping in the bar made me wonder what it must have been like in the early 70s—the era Virgin Records was birthed, and a time when life less digitally congested, allowing the mental space for true enjoyment. It would have been more smoke filled that much is certain, but air quality aside this modern interpretation makes for a fitting translation, filled with vintage furniture and music memorabilia.
During my visit a live DJ was on hand, using vinyl to conduct the mood through acoustic hardware provided by London based audiophiles, Project Audio.
As I enjoyed their aptly named album-themed cocktails and tailored selection of bites, the arched windows gave glimpses into the encompassing energy that underscores Shoreditch, amplifying as the sun sets, bringing a new more excited tempo.
It’s this vibrancy that the new Virgin Hotel captures—in location and by design—giving residents a sense of the surround whilst providing a welcome sanctuary should you decide to retreat. The Hidden Grooves bar is both libations and gallery, suitable for people watchers and socialites alike, with a varied selection of food & drink to satisfy even the most London of Londoners.
With many compelling reasons to return, perhaps my next visit to Shoreditch isn’t as far away as I thought.
Located at 45 Curtain Road, to book a stay at Virgin Hotels London-Shoreditch visit: www.virginhotels.com/london-shoreditch.
