Virgin’s First-Ever Hotel Is Full Of Extremely Cool Design Tricks
Last month, the very first Virgin Hotel opened in Chicago. And, in true Virgin style, everything about its cheeky design is intended to delight and inspire, from the building itself (a restored 1920s Art Deco landmark) to unexpected in-room perks, like specially made beds you can comfortably work from and bright red mini SMEG fridges, stocked with affordably priced goodies (or not, if you'd rather avoid the temptation). Wi-Fi and bottled water are both free, and there are no early-check-in or late-checkout fees. There's also a nightly "social" hour with complimentary booze.
In other words, Virgin Hotels is hoping to stand out in an already crowded market by keeping the millennial traveler in mind. So, why did they decide to launch in the Windy City?
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"To
be honest, the building in Chicago, the Old Dearborn Bank, was the
deciding factor," CEO Raul Leal tells us. "Several other major U.S. cities — New
York, Miami, L.A., San Francisco, Boston — were all in the
running. But, the property had this prominent stance near the river,
and was ideally situated between tourist areas like Michigan Avenue and
the business district in The Loop. After almost a century since it was
built, the original features were still intact, and we knew with a proper restoration process, we could blend the neo-classicism architecture with modern touches and wow the world with the first
Virgin Hotels."
While restoring the historic landmark
to its original glory was a priority (be sure to check out the coffered plaster ceilings in The Commons Club), when it came to the guest rooms, Leal and his team's approach was totally modern and forward-thinking. Ahead, he takes us on a guided tour of the space — and reveals some clever tips and tricks you're going to want to steal for your own home!
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"Where we started is a complete diversion from where we ended," Leal says. "What most people expected us to look like, the inside of a Virgin airplane, is where we began, but we quickly realized we needed a more timeless, soft look, one that would work well in many cities and have a prolonged life."
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"We set out to build a better hotel room, and that developed into a pied-à-terre-style guest room with all the luxuries of home and more," Leal explains. "Everything has its place. There are two Poliform closets with built-ins for luggage, hanging clothes, shoes — even a drawer for unmentionables. It’s a very intuitive design."
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"While we are not a luxury brand, we looked closely at the consumer touch points," Leal says. "For example, the faucets. How do they feel when you turn them off and on? Are they clunky and hard? Are they easy to operate? It may take more time and effort, but when you look at the little details, the big picture comes into focus quickly. Take the same approach at home and decide what is important to you, and then design around those key touch points."
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"Artwork wasn’t in the design plan for the guest rooms, so we opted for the Maya Romanoff gray flannel wall covering with narrow red pinstripes to bring warmth and texture to The Lounge area," Leal explains. The result is super-cozy — not to mention the perfect backdrop for each room's show-stealing mini SMEG fridge.
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His favorite feature in the guest rooms? The shower!
"Its generous size and rainfall showerhead feel spa-like; plus, there's a bench," Leal says. "I hear women love this feature for shaving their legs. One of my pet peeves when traveling is having the handheld spray me when I turn on the shower. We went through a series of models (I tested them at home!) to ensure that after the handheld is used, it's clipped into place so the spout faces the wall, and you won’t get drenched before you want to."
"Its generous size and rainfall showerhead feel spa-like; plus, there's a bench," Leal says. "I hear women love this feature for shaving their legs. One of my pet peeves when traveling is having the handheld spray me when I turn on the shower. We went through a series of models (I tested them at home!) to ensure that after the handheld is used, it's clipped into place so the spout faces the wall, and you won’t get drenched before you want to."
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