If you end up within the space surrounding London’s Victoria Station, chances are high you’re simply passing by means of. In reality, some 50 million commuters move by means of the rail hub yearly. The July, a 114-room lodge that opened on Vauxhall Bridge Street this summer time, is making a unique guess: that you just’ll wish to keep some time – doubtlessly a lengthy whereas.
The July London Victoria is likely one of the latest apartment-hotels – a hospitality idea that blends studio residing with the perks of a luxurious lodge keep – to the touch down in London, and there’s no restrict to how lengthy you may keep. Searching for a day journey to London? Spend the evening. Between residences? E-book in for just a few weeks. You may even e book a room for so long as a 12 months, must you need. ‘That’s the great thing about it,’ says Caitriona McGachy, The July’s head of design.
The July acquired its begin 13 years in the past in Amsterdam, the place it opened the first-ever aparthotel within the Netherlands. It has since opened a number of areas in Amsterdam (Boat & Co and Twenty-Eight) and has plans to broaden into Dublin and Lisbon within the coming 12 months. In the event you’re anticipating a step above Airbnb, suppose once more: The July goals to ship easy-going luxurious that places modern design entrance and centre. Right here’s what it’s essential to know.
Wallpaper* checks in at The July London Victoria
What’s in your doorstep?
Situated only a four-minute stroll from London Victoria Station in Central London, The July is the perfect launchpad for getting across the metropolis, whether or not you’re on the town to sightsee or to work. Whereas the quick space can really feel soulless (there are company resorts and new-construction workplace buildings aplenty right here), you solely have to hoof it a couple of minutes to seek out a few of London’s most iconic landmarks. Stroll 20 minutes north-east on Victoria Avenue, and also you’ll run smack into Westminster Abbey, the Palace of Westminster and implausible views of Large Ben on Westminster Bridge. Head quarter-hour north and also you’ll end up in entrance of Buckingham Palace and its lush parks. If musicals are your factor, you additionally take pleasure in two theatres proper in your doorstep – the Apollo Victoria, which is dwelling to Depraved and the Victoria Palace, the place my mother and I caught a last-minute manufacturing of Hamilton.
(Picture credit score: Helen Cathcart)
Who’s behind the design?
For the Victoria location, The July teamed up with London and LA-based structure and design workplace Fettle – a agency that’s recognized for creating a number of the most exuberant hospitality areas in London (See: Cicchetti Piccadilly and the Gessner). ‘On this neighbourhood, there’s a mixture of conventional and company resorts,’ says Andy Goodwin, Fettle’s inventive director and co-founder. ‘You may see fairly rapidly that this was going to be totally different.’
(Picture credit score: Courtesy of The July)
Although the constructing itself was new, Goodwin and his crew needed to include delicate homages to the neighbourhood, from the inexperienced of the realm’s royal parks to particulars present in native historic buildings. Artwork deco, a method that defines the stately Apollo Victoria theatre simply throughout the road, is probably the most important reference, however the design crew didn’t wish to smack you within the face with razzle-dazzle pastiche; as an alternative the rooms, foyer and in-house restaurant incorporate comfortable, sweeping silhouettes; stepped tray ceilings and mouldings; bespoke patterned carpets and geometric terrazzo flooring, amongst different nods. ‘There’s quite a lot of reinterpretation of basic artwork deco particulars, however none of it’s meant to really feel prefer it’s a recreation of outdated,’ Goodwin says.
(Picture credit score: Courtesy of The July)
Within the communal, ground-floor areas, there are hits of Fettle’s signature maximalism, from flame-stitch material on the eating room banquettes to quirky lamps sourced from British makers to porthole home windows within the vestibule. ‘There’s a playfulness that got here in,’ Goodwin provides.
The room to e book
The July has 114 residences, which begin at £300 an evening: from petite 250 sq ft studios, excellent for brief journeys, to 950 sq ft three-bedroom flats that accommodate longer-term or household stays. It doesn’t matter what the footprint, although, every comes with a king-size mattress, and its personal fully-equipped kitchen and eating space – no small feat, contemplating London’s expensive actual property. In reality, Fettle and The July crew created full-size mock-ups of the rooms out of cardboard and assembled them in an Amsterdam automobile park to get the layouts good. ‘We in all probability labored by means of ten or 15 totally different plans,’ Goodwin says.
(Picture credit score: Helen Cathcart)
{Couples} and solo travellers can be sensible to e book the Premium Government Residence, which gives loads of area, like its personal sitting space, to stretch out for prolonged visits. The palette calms down significantly within the suites, that are all topped with a ceiling painted in a soothing mint inexperienced. Scalloped headboards reference artwork deco glamour (the Amsterdam areas reference canal homes), whereas there are different throwback touches, like midcentury-inspired furnishings and a mustard-yellow rotary cellphone on the desk, a element my mother beloved. One of the stunning areas is the pint-size lavatory, painted within the excellent shade of blush with checkerboard wall tiles to match. There’s a enjoyable native reference hidden within the sample: the checked exterior of the Web page Avenue flats, social housing designed by Sir Edwin Lutyens within the Twenties.
(Picture credit score: Helen Cathcart)
The kitchen, although small, consists of all the things you may want for a home-cooked meal, from pots and pans right down to (I used to be delighted to find) matching tea towels and oven mitts. ‘It is all a part of the expertise. Not all people will discover, however for the individuals who do, it’s price doing’ says McGachy.
(Picture credit score: Helen Cathcart)
Staying for drinks and dinner?
Most guests gained’t be eager to whip up, say, coq au vin of their suite when London’s vibrant culinary scene awaits. Fortunately, you needn’t look far: The July consists of its personal restaurant, the Loafer. The identify comes from a poem by American author Alice Moore Dunbar-Nelson and is supposed, just like the broader lodge, to encourage taking it straightforward for a spell.
(Picture credit score: Courtesy of The July)
The environs definitely assist: a dreamy mural created by artist Eliza Downes floats over the area, replete with summary geometric shapes meant to evoke a stroll by means of the Victoria neighbourhood. The menu, too, with a Mediterranean twist on British classics, can also be positive to deliver you consolation, whether or not you’re noshing on piping sizzling leek and cheddar arancini, tucking right into a juicy pan-roasted guinea fowl, or treating your self to blackberry-topped panna cotta. Searching for a tipple earlier than going out in town? Sidle as much as the Arabescato marble bar for a negroni or one of many Loafer’s takes on a gin and tonic. The bar is open till 11 pm, however in case you’re craving one thing after-hours, you may seize a beer from the honesty bar on the far finish of the foyer.
(Picture credit score: Helen Cathcart)
The place to modify off
All that leisure might need you itching to interrupt a sweat. You may both lace up your trainers and jog your technique to the Thames or Inexperienced Park (I used to be nonetheless sore from working a marathon the week earlier than, so eschewed any form of exertion), or hit the health club downstairs, which comes outfitted with weights, a treadmill, a stationary bike and a cherry red-painted ceiling. There’s additionally a wellness space, the place yow will discover a sauna and a chilly bathe.
(Picture credit score: Helen Cathcart)
The decision
The July takes time to coach its employees (workers are despatched to Amsterdam to tour the properties there), and it reveals. When my mother and I arrived hours earlier than check-in time, we had been allowed to drop off our luggage and use the wellness services to clean up earlier than diving into some sightseeing at Westminster Abbey. After a whirlwind day of enjoying vacationer, it was a aid to return again to a relaxing place and be greeted with a smile.
(Picture credit score: Courtesy of The July)
Between the commuters and travellers, the realm instantly surrounding Victoria Station can really feel transient, however The July supplies a spot that provides a homely respite amid all of it. It additionally gives one thing that may be arduous to return by when visiting a giant metropolis: flexibility, particularly with regards to travelling with household or a gaggle. For somebody looking for a mixture of comfort, creativity and creature comforts, the July merely can’t be beat.
The July London Victoria is situated at 282 Vauxhall Bridge Rd, London SW1V 1BB, UK
Supply: Wallpaper
