Virgin Hotels to open in Chicago

According to a new infographic released from Virgin, the inaugural Virgin Hotel is slated to open in Chicago’s central business district, The Loop, and feature 210 rooms, 38 suites, and 2 ‘Rock Star’ rooms.

In line with the brand’s overall branding strategy, Virgin Hotels will target a creative, high-income audience by pitching a “sophisticated hotel experience.”

Other specs for the hotel include a rooftop lounge, the Boheme, two restaurants, a coffee and wine bar; gym, yoga and relaxation center; business area, theater and dance floor.

The hotel takes over the 27-storey landmark Old Dearborn Bank Building and is expected to open in September.

Virgin said that the Art Deco building, designed in 1928, “has significant historic and architectural features that will be restored and recreated.”

The Virgin Hotels brand is expected to offer accommodation competing with upscale lifestyle or luxury chains such as W Hotels, Andaz or Hotel Indigo.

Branson has also expressed interest in moving his Virgin brand into the cruise industry, telling German business daily Handelsblatt that he’s already in negotiations with shipyards in Italy and Germany.