One of London’s many important rail hubs, Victoria Station straddles the bustling neighborhoods of Westminster, Belgravia, and Pimlico. The new, expertly outfitted The July London Victoria apartment-hotel across the street tempers the ephemeral energy of commuters hurrying about with a touch of residential grounding.
Programmed for overnight guests, longer-stay digital nomads, and everyone in between, the 114-key “urban retreat” unfolds with integrated, public facing hospitality spaces: the aptly named The Idler restaurant and an offshoot deli. These venues provide busy urbanites with the chance to slow-down for a bit.
The July London Victoria was outfitted by an in-house design team working in tandem with award-winning London and Los Angeles firm Fettle. Studio Moren carried out architectural alterations. Together, they deftly imbued the interiors with a coherence of comfort and adaptability; all while nodding to the Art Deco architecture prevalent in the immediate surrounding and undergoing a degree of revival across the globe.
Two Family Apartments, with easily converted interconnected rooms, add to the more stratified offering found here. Guest rooms, suites, and an additional co-working space are kitted out with all the features necessary for one to switch between the various facets of their lives. With similar properties opening across Europe, the recently established Dutch hotel chain differentiates itself by looking to facilitate this complexity, all while introducing innovative strategies that foster a balance of private time and social interaction.
“The design concept needed to reflect The July’s brand values; built around a narrative that highlighted the local area and its history,” says Fettle cofounder and creative director Andy Goodwin. “As an apartment-hotel, the rooms had a number of functions and requirements for us to work around to ensure that guests have all that they need for the perfect long stay. This includes a space to relax, dine, and work all within the confines of each apartment as well as complementary meeting, flexible, and wellness spaces.”
Throughout, sea foam greens, pale pinks, salmony oranges, and burgundy reds carry across tiled walls, elaborate crown detailing, and two tone walls. While plush banquette seating wraps Idler’s perimeter, a ceiling mural appears from within boldly set-back molding. Herringbone-pattern parquet flooring is delimited by a tile trim. In both the restaurant, bar, and adjoining deli, white and black marble slabs top curved-edge counters clad in tambour pattern wood slatting. Flourished treatments appear sparingly: in painted glass sphere pendants hung above the main bar and selected fabric upholstery.
In the various guest rooms, oak joinery connects custom wardrobes, kitchenettes, and additional storage. Bespoke brass pendants are echoed in discrete bedside lights with fluted shades. The layouts are conducive to the requirements of rest, relaxation, and remote work.
“The July brand has strong sustainability values and this was central to the many material decisions made for the scheme,” Goodwin adds. Reflective of yet another trend emerging in architecture and design, much of the apartment-hotel was furnished with carefully sourced and refurbished vintage pieces.
What: The July London Victoria
Where: London
How much: From £249
Design draws: An urban retreat in the heart of the city nodding to its Art Deco design heritage with varied accommodations and public spaces conducive to the needs of different profiles of guests.
Book it: The July London Victoria
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Photography courtesy of The July London Victoria.
