The July is set to bring its Amsterdam-born charm to London this summer, with a brand-new apartment-hotel that seeks to serve the local community and travellers alike.
Custom-built for the rhythms of modern living, travelling and working, The July London Victoria features 114 guestrooms and two exclusive residential apartments.
The property was designed by The July’s in-house design team and Fettle, a London and LA based interior architecture and design studio specialising in hospitality design.
Fettle’s scope of work for the project includes the basement which features a wellness area and gym, the ground floor including the lobby, restaurant and bar – which are also open to the public – and an event space, guestrooms and the two residential apartments.
The design narrative for the hotel is reflective of The July brand, encompassing a series of spaces that offer flexibility and comfort, with strong sustainability values that have remained at the centre of many design decisions made for the project.
The team has also taken inspiration from the local area and its rich Art Deco architecture with subtle, playful nods seen through the 1930s-inspired furniture and materials used within the hotel.
Intuitive layouts and comfortable furniture throughout reinforce a residential atmosphere. The rich and joyful colour palette includes a refined green running theme inspired by the neighbouring royal parks, while the material palette features oak, recycled timber terrazzo, textured glass block and natural marbles.
The guestrooms function seamlessly for short and long stay guests including spaces to relax, dine and work. The rooms are bright and inviting, featuring Art Deco inspired detailing, bespoke lighting with warm timber floors and colourful furniture pieces.
To evoke a feeling of home, guests can pre-book items to be stocked in their room’s fridge, have flowers on arrival, or a bottle waiting to be opened. Rooms are streamlined to provide a space free of clutter and complicated technology, creating an environment of familiarity and flexibility.
Sustainability-wise, the property will hold BREEAM excellent certification and more accreditations, and have multiple initiatives to limit operational emissions.
“We’re so excited to introduce The July to London, a city where I have spent much of my youth visiting family (especially in the 80s) and where my career first started. London is an incredible city that perfectly embodies the dynamic energy and rich history we value,” says The July Co-founder and CEO, Alex Goad.
“As our first international location outside of Amsterdam, London is a natural fit for our belief that travel is all about flexibility and immersion in the local culture. At The July London Victoria, we offer a distinct experience – where comfort meets convenience in thoughtfully designed spaces that celebrate both the essence of the neighbourhood, city, and the spirit of exploration.
“We can’t wait to invite guests into a new kind of travel experience, one where each stay feels uniquely personal and seamlessly connected to the local vibe. This summer, we’re ready to welcome you to a new chapter in flexible, location-driven travel.”
