The brand, which opened its first hotel within an Art Deco building in Chicago earlier this month, said it is considering all options for its first UK property, from hotel and office conversions to ground-up developments.
Confirmation for London comes as the company reveals building designs for its Nashville hotel. The 240-bedroom property is expected to open in autumn 2016 with developer Dean Chase and architecture firm BLUR Workshop in charge of its development.
Raul Leal, CEO of Virgin Hotels said, “With Virgin Hotels Chicago now open and bustling, we’re thrilled to reveal our plans for our next property, Virgin Hotels Nashville. Partnering with BLUR Workshop and interior design firm, MarkZeff, has enabled us to incorporate our musical heritage and playful tone of voice into this new building, bringing something entirely different to the Nashville hotel scene.”
Lifestyle hospitality brand
Virgin Hotel Nashville will follow the opening of Virgin Hotels' flagship 250-bedroom property in Chicago and precede the brand's arrival in New York in 2017.
London is the only UK city on the company's radar with US cities Boston, Dallas, Los Angeles, Miami, Austin, Seattle, San Francisco and Washington D.C. also being considered.
Virgin Hotels describes itself as 'a lifestyle hospitality brand' that combines 'heartfelt service, straightforward value and a seamless, personalised hotel experience with the track record of innovation and smart disruption' pioneered by Branson's Virgin Group.
Each property is expected to feature a mixture of bedrooms, which Virgin calls 'chambers' and suites with lounges, bars and restaurants that will 'fuse' with the local landscape.