There are hotel lovers and there are Airbnb converts. And for those in between, there is The July, a ‘third place’ with rooms for long stays, spontaneous sleepovers and city stopovers.
The Dutch hospitality group distinguished itself with two locations operating around the clock just outside the centre of Amsterdam. Now it’s come to central London to capture the high footfall and high energy around Westminster.
Just outside Victoria Station, between Buckingham Palace and the Tate Britain, The July London Victoria was designed by the brand’s in-house team along with Fettle, a design practice with offices in London and LA. They began with a mood board of Art Deco highlights taken from the local area: oak furniture, terrazzo, natural marbles and playful 1930s flourishes.
Photography courtesy The July
Photography courtesy The July
Photography courtesy The July
Photography courtesy The July
Photography courtesy The July
Photography courtesy The July
Photography courtesy The July
Photography courtesy The July
Photography courtesy The July
Photography courtesy The July
Photography courtesy The July
Photography courtesy The July
Photography courtesy The July
Photography courtesy The July
Photography courtesy The July
Photography courtesy The July
Prioritising flexibility and comfort, the design team has configured intuitive layouts and deep, comfortable seating that reinforce residential living with plenty of scenarios for sleeping, working and entertaining. Importantly, power outlets and switches are intuitive and connection is constant. A palette of greens, pinks and natural wood tones on the floors and custom shelving reflects the neighbouring royal parks. Long-term guests have a choice of two larger residential apartments.
Communal spaces can be activated for a range of activities. The ground-floor lobby hosts remote business meetings, wine tastings, DJ nights and yoga sessions (there’s also a proper gym, sauna and cold room). The day-to-night Idler restaurant, open to the public, serves modern British and Mediterranean food conceived by chef Jay Campbell. The resident mixologist mans a bar stocked with British wines and spirits. And a deli operates around the clock. Guests can stop in for nosh or pre-book items to be sent to their room, to snack on or cook at their leisure.
The Victoria location works for visitors coming in from the airports, for side trips to Brighton, for London commuters and for one-off overnights after long days at the office or theatre. The hotel also hosts community events, hobby groups and offers deals on local dining.
