Virgin Hotels, the luxury lifestyle hospitality brand, has announced that bookings have opned for Virgin Hotels London-Shoreditch, the brand’s first London location, due to open on August 1.

Virgin Hotels announced its newest addition last month, which will become the eighth hotel in its portfolio, and the 17th property within the wider Virgin Hotels Collection. The 120-bedroom hotel, located at 45 Curtain Road in the heart of London’s Shoreditch neighbourhood, will bring the brand back to its roots in the city where it all started for Sir Richard Branson and the Virgin Group.

Virgin Hotels London-Shoreditch will undergo a gradual transformation, upon opening on August 1, to bring Virgin Hotels’ signature flare and innovative technological features to the property, while continuing to offer a range of outstanding luxury experiences including the renowned Spanish restaurant BiBo in association with world-famous chef, Dani Garcia. Resident guests at Virgin Hotels London-Shoreditch will also benefit from access to a private members club managed by the celebrated Ibizan group Blue Marlin, which includes access to its glittering rooftop bar, pool, restaurant, gym and spa.

Guests who book directly with Virgin Hotels can also benefit from luxury perks and a personalised experience by simply signing up to The Know, Virgin Hotels’ loyalty and preferences programme, granting them access to room upgrades, member rate discounts, special events and dining offers, as well as a complimentary daily cocktail hour, the hotel said.

Members of The Know can sign up and link their account to Virgin Red, the rewards club from Virgin, to start earning points on bookings at Virgin Hotels London-Shoreditch. Guests will earn seven Virgin Points for every £1 spent on nightly room rates. From October, Virgin Red customers will also be able to redeem Virgin Points in exchange for stays at Virgin Hotels London-Shoreditch, as part of an exciting hotel redemption rollout.

Guests who book before December 1, can take advantage of the hotel’s Be The First offer, receiving a £75 dine + drink credit per stay for use at Marlin’s On The Roof, BiBo by Dani Garcia, In-Room Dining or the Lobby Lounge, it said.