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The First Virgin Hotel opens in Chi-town

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Is there anything Richard Branson can't do? Well, besides affordable space flight (too soon?) and soft drinks (anyone who remembers Virgin Cola no doubt still has nightmares about it) of course? It would appear not, as the billionaire Virgin tycoon has added hotelier to his cv alongside media mogul, record label boss, airline ceo, and seemingly the don of almost everything else under the sun it's humanely possible to make a profit from. The first Virgin Hotel is now open for business in Chicago, and boasts interior designs from Rockwell Group Europe.

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Potential design details for the hotel leaked last year, with designs hinted at that would be able to split rooms into two separate chambers, and that would feature a “Bed that can do tricks.” Back then, Jefferson Thomas had been appointed as director of architecture and technical services, but there was no signs of the brand bringing any external design partners on board. That obviously all changed when they decided to bring in the Rockwell Group, named for its founder, the world famous architect extraordinaire David Rockwell. It makes sense though, that such a visible brand would hire one of the world's most visible architectural design firms.

The first Virgin branded hotel is now open in Chicago, and boasts interior designs from Rockwell Group Europe

The group, which is being headed by managing and creative director Diego Gronda, has finished phase one of the design stage, which includes 250 guest rooms and the “Commons Club,” which serves as the social hub of the hotel. The corridors that connect the rooms, meanwhile, have been given a “Residential mood,” with red wall lamps designed to resemble street lights and doors given a makeover that combines Virgin's signature red branding with the look and feel of a vintage townhouse.

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The look the Rockwell Group has gone for inside the rooms (called “Chambers) is “Timeless, yet playful,” with a natural wood palette and the much touted sliding privacy door, which can conveniently split one room into two. There's also a peephole involved, though I won't even begin to speculate what use that's intended for. With the partition “Engaged,” the room will be split into two unique areas; “The Dressing Room” and “The Lounge.” The dressing room is a surprisingly expansive space that features a spacious vanity area, Poliform wardrobes, and a large shower and toilet, whereas the lounge functions as the bedroom containing its own rotating table, desk, SMEG fridge, and (of course) the patent-pending bed. This “Trick Bed,” has been described as a cross between “A traditional bed and a playpen,” and also includes a cornet seat that allows for (the words of Virgin, not me) “Multi-dimensional lounging.” Branson himself has also said the beds have been “Specially designed so you can work” from them, which could prove a vital USP if the brand wish to compete with business-minded chain hotels in the future.

The hotel is located in downtown Chicago in what was once an old bank building. Many of the original features have been kept, including a 1920's oak Cigar Bar

The Common Club features a bar, library, restaurant and “Shag Room” (not that kind of shag), each of which are given their own unique identities. The “Commons Bar” is built around a long, oval bar area decked out in typical virgin red, with an oak wood parquet floor and clusters of bespoke North American manufactured furniture, and exposed filament lighting dropping down above the bar like falling snowdrops. The Shag Room, meanwhile, is an area designed for small parties to chill out on large sofas, whilst the “Funny Library,” sells itself as an “Office with a sense of humour,” and is stacked with antiques, humorous books and toys.

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The hotel is located in downtown Chicago in what was once an old bank building. Many of the original features have been kept, including a 1920's oak Cigar Bar that now serves as the hotel’s front desk, and wonderfully ornate brass elevator doors. It helps to lend the hotel a look that is at once both classic and modern, with a whimsical charm redolent of the building's art deco heritage. Gronda believes that the team has managed to make the most of the building's “Wonderful original details,” and underscore them with “Virgin Hotel's vibrant identity.”

The look the Rockwell Group has gone for inside the rooms (called “Chambers) is “Timeless, yet playful”

Whilst the hotel has only just opened, a second phase is already planned for mid-April, and will see the launch of a new diner, a coffee and wine bar, two penthouse suites, and a spa promising a “Rustic design.” Virgin Hotels chief executive Raul Leal said they “Came to the project with a specific notion of hospitality that builds on Virgin’s innovative and playful spirit,” but that, “Rockwell Group Europe helped to design a unique guest experience focused on customisation and efficiency.” That experience certainly looks and sounds the business, but the hotel hasn't been open a month yet, and Branson himself admits there are some kinks to work out, especially with the Hotel's “Lucy,” app, which allows guests to check in remotely. Still, it's early days yet, and if there's one thing Mr Branson's past successes have taught us, it's not to underestimate him!

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Benjamin Hiorns is a freelance writer and struggling musician from Kidderminster in the UK. He had honestly forgotten all about Virgin Cola before he started on this article. The horror!

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