Third time lucky for the Mondrian hotel brand in London?

Last week we covered the rebranding of the Mondrian Shoreditch hotel into Virgin Hotels London Shoreditch. The switch will take place overnight on 1st August, with no period of closure.

This is the second time that Mondrian has failed to break into the London hotel market, after initially losing control of what is now Sea Containers London on the South Bank.

According to a report, it appears that the owner of the Virgin Hotels / Mondrian Shoreditch property, Reuben Brothers, has decided to relocate Mondrian to a site in ‘central’ London.

The new site already appears to have been selected and will have a higher room count than the Shoreditch property.

Whilst the report does not mention the exact site of the new hotel, the Reuben Brothers website points out that:

RB hold the freehold and part long leasehold of 47,48, & 49-50 Poland Street (together with land to the rear of 54-55 Great Marlborough Street) in Soho. The site comprises three prominent retail & office buildings currently totalling 53,000 sq ft GIA and benefits from planning consent by Westminster for demolition and redevelopment into a hotel with restaurant and bar space consisting of over 74,000 sq ft GIA on two basement levels, ground and six upper floors. RB also own the neighbouring site at 54 & 55-57 Great Marlborough Street with prominent adjoining freehold buildings currently totalling 44,000 sq ft and 100 ft of prime frontage. This has full planning consent granted for redevelopment into a 195-key hotel with restaurant and retail space of over 63,400 sq ft over two basement levels, ground and seven upper floors.

…. so we could see Mondrian reappearing in the heart of Soho. This project will take a number of years to come to fruition, of course, and doesn’t explain why the Shoreditch property is being switched now to Virgin Hotels.

PS. If you are not a regular Head for Points visitor, why not sign up for our FREE weekly or daily newsletters? They are full of the latest Avios, airline, hotel and credit card points news and will help you travel better. To join our 70,000 free subscribers, click the button below or visit this page of the site to find out more. Thank you.

Hotel offers update – June 2025:

Want to earn more hotel points?  Click here to see our complete list of promotions from the major hotel chains or use the ‘Hotel Offers’ link in the menu bar at the top of the page.

SPECIAL OFFER: Until 15th July 2025, the sign-up bonus on the Marriott Bonvoy American Express Card is TRIPLED to 60,000 Marriott Bonvoy points. This would convert into 25,000 Avios or into 40 other airline schemes. It would also get you at least £300 of Marriott hotel stays based on our 0.5p per point low-end valuation. Other T&C apply and remain unchanged. Click here for our full card review and click here to apply.

SPECIAL OFFER: Until 14th August 2025, the sign-up bonus on the Hilton Honors Plus debit card is TRIPLED to 30,000 Hilton Honors points. You will also receive Gold Elite status in Hilton Honors for as long as you hold the card. Click here for our full card review and click here to apply.

Want to buy hotel points?

• Marriott Bonvoy is offering a 30% to 50% bonus (varies by individual) when you buy points by 16th July 2025. Click here to buy.

• World of Hyatt is offering a 20% bonus when you buy points by 21st July 2025. Click here to buy.