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Virgin Hotels comes to London on 1st August as Mondrian Shoreditch rebrands

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Well, here’s a surprise.

Virgin Hotels is coming to London with the opening of Virgin Hotels London Shoreditch on 1st August.

With the opening date so close, this can only mean one thing …..

This is not a new hotel. It will be a rebrand of the Mondrian Shoreditch London hotel, which is currently part of Accor Live Limitless.

Of course, the Mondrian Shoreditch London hotel is itself a rebrand.

The site opened as private members club The Curtain, which slipped into receivership in September 2020. It survived less than three years, proving that an expensive PR campaign counts for nothing if your underlying product is wrong.

Accor saw an opportunity to revive the Mondrian brand, which was originally used on what is now the Sea Containers London hotel (review here). It clearly didn’t work as planned, and this is now the second Mondrian-branded hotel to fail in London.

Whilst I think the location is poor (by East London standards) the key selling point of the property is the rooftop pool – see image above. It is relatively small when you see it in the flesh, however, and is not a patch on, say, the rooftop pool at New York’s original Soho House. The London weather probably didn’t help either …..

The hotel is still bookable on the Mondrian website until the end of July so it will literally be an overnight rebranding to Virgin Hotels London Shoreditch. It will clearly take some time for the signature elements of Virgin Hotels to be incorporated.

There is no formal points redemption scheme in place with Virgin Red and Virgin Hotels, but we have seen one-off points promotions for specific hotels. Hopefully we will see something appear for this new property, if only to bump up occupancy in the early months.

The hotel is showing on the Virgin Hotels website but is not yet bookable.

How to earn Virgin Points from UK credit cards

How to earn Virgin Points from UK credit cards (July 2024)

As a reminder, there are various ways of earning Virgin Points from UK credit cards.  Many cards also have generous sign-up bonuses.

You can choose from two official Virgin Atlantic credit cards (apply here, the Reward+ card has a bonus of 18,000 Virgin Points and the free card has a bonus of 3,000 Virgin Points):

Virgin Atlantic Reward+ Mastercard

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You can also earn Virgin Points from various American Express cards – and these have sign-up bonuses too.

American Express Preferred Rewards Gold is FREE for a year and comes with 20,000 Membership Rewards points, which convert into 20,000 Virgin Points.

American Express Preferred Rewards Gold

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Small business owners should consider the two American Express Business cards. Points convert at 1:1 into Virgin Points.

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Click here to read our detailed summary of all UK credit cards which earn Virgin Points

(Want to earn more Virgin Points?  Click here to see our recent articles on Virgin Atlantic and Flying Club and click here for our home page with the latest news on earning and spending other airline and hotel points.)

Comments (9)

This article is closed to new comments. Feel free to ask your question in the HfP forums.

  • PeteM says:

    Imagine lots of Virgin stickers will be wonkily stuck on overnight 🤣

    • lumma says:

      Signs on the toilets about not flushing your dreams away along with sanitary items and vapes…

  • Tariq says:

    I wouldn’t say it’s the worst location; the walk from Liverpool Street is not far. However, the area is not the best, being opposite the infamous multistorey carpark, and neighbouring backstreets. It will be interesting to see if the Blue Marlin is safe, or whether they will get thrown out in this change.

  • Dave says:

    Trying to work out if that photo was taken by a drone or from a helicopter. You can never tell these days

  • The Savage Squirrel says:

    There are almost too many hackneyed jokes that can be made about Shoreditch. Somehow Virgin seems a good fit there. 😀

  • NorthLondonLiberal says:

    I was a member at the Curtain before it closed. The problem with the members club is that most of the facilities are below ground level.

    The problem with the pool is having to walk through the restaurant in your swim wear or robe to access it.

    Great location but poor design.

This article is closed to new comments. Feel free to ask your question in the HfP forums.

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