The doors have officially opened for Virgin Hotels London-Shoreditch.

In London, it's time for a transformation. The Mondrian Shoreditch, celebrated as one of TPG's top new hotels of 2021, has been rebranded as Virgin Hotels London-Shoreditch.

You may be surprised to discover that England's capital was missing one of Sir Richard Branson's famed hotels—until now.

However, don't anticipate a complete Virgin Hotels experience just yet. While the name change took effect on Thursday, the hotel is undergoing a "gradual transition" to fully embrace the Virgin brand.

Virgin Hotels London-Shoreditch marks the lifestyle hotel brand's eighth site, following successes in vibrant cities such as New York, Las Vegas, Nashville, and New Orleans. It is also the third location in the UK, joining Edinburgh and Glasgow.

"The UK is where the Virgin journey began, making it thrilling to establish another presence in the city," stated Virgin founder Sir Richard Branson in a statement. "Virgin Hotels was designed to offer a unique experience, and Virgin Hotels London-Shoreditch exemplifies that spirit."

Located in the trendy Shoreditch area, the hotel features 120 rooms and suites, referred to as "chambers" by Virgin Hotels. Currently, these chambers retain much of the Mondrian hotel's charm, boasting white brick walls, spacious beds with prominent headboards, stylish wall sconces, expansive windows, and a sophisticated design that differs from the more whimsical rooms found in other Virgin Hotels.

Unlike other locations, the chambers at this hotel lack Virgin's signature multifunction beds, which typically feature a backrest on one side, as well as the iconic red Smeg minifridges. However, Virgin Hotels has announced that these "custom-designed patented" beds, along with Sir Richard's flat (essentially the presidential suite) and the brand's Lucy app, are coming soon.

Commons Club, a beloved Virgin Hotels concept that serves as a lobby bar and café, will debut as a pop-up experience before evolving "into an exciting new venue later this year."

While many things are changing, Virgin Hotels is retaining several successful elements, including the Spanish eatery BiBo by renowned chef Dani Garcia, Marlin's Mediterranean restaurant, and Blue Marlin Ibiza London—a membership club available to guests featuring a rooftop pool and lounge, a Mediterranean restaurant, workspaces, a gym, and a spa.

Reserve now to enjoy significant savings and earn double points!

Adjusting dates around the opening, it appears that most rooms are priced starting at approximately $344 per night. Currently, the Grand Opening Offer provides a food and drink credit of 75 British pounds (around $95).

In celebration of Virgin Hotels London-Shoreditch's opening, both current and new members of the hotel's loyalty program, The Know, can earn double Virgin points on stays from September to December by connecting their The Know account to Virgin's rewards club, Virgin Red. Members will receive 14 Virgin points for every pound spent on nightly rates. Award bookings will be available at a later date.