Design : Virgin Hotels CHiCago
Virgin HotelS CHiCago
Opening Date January 15 , 2015
accOMMODatiOns 250 guestrooms and suites ( chambers ) in seven different sizes and layouts
LOcatiOn the former Old Dearborn Bank Building dating back to 1928 in chicago ’ s Loop
generaL Manager anna anderson
Year-One prOJectiOns Us $ 200 aDr ; 70 % occupancy
LeaD interiOr Designer Virgin Hotels chicago Director shelley Yoon , who brings eight years of experience with swire properties , Four seasons Hotels , Hyatt Hotels , Viceroy Hotel group and starwood capital group . she played a key role in the development of new brands such as nobu Hotels .
Design aestHetic the historic art Deco building still has many of its original finishes juxtaposed with Virgin ’ s modern color palette of red and white .
nOtaBLe aMenities Free Wi-Fi with no bandwidth restrictions ; reasonably priced mini-bar ; ergonomically designed beds ; daily social hour ; female-centric amenities such as well-lit vanities , shower benches . adjustable beds with leather headboards .
“ We want this to be Chicago ’ s hotel ,” says Leal . “ We looked at several buildings and ultimately chose this location based on architecture , history and the fact that it ’ s a Chicago landmark . The Old Dearborn Bank building is a well-known building in the city so we mixed historical and contemporary design elements .”
Settling on the locale may have been a bit easier than the actual restoration process , however . When Virgin purchased the building in 2011 , it was 40 % occupied . By law , the occupants ’ leases had to be honored and Virgin had to ultimately wait until the building was empty to complete work . When renovations finally began , other obstacles would also arise .
“ The old ceiling was a surprise and also proved to be extremely time-consuming ,” recalls Leal . “ The second floor of the building had broken and cracked ceiling tiles , which had to be individually restored . The process from start to finish took about nine months .“
The long and tedious process apparently paid off . Leal describes the coffered plaster ceiling as one of his favorite design elements of the property , along with the hotel ’ s original bank floor and grand limestone staircase .
Another highlight for Leal is The Commons Club , a two-story bar and restaurant that is the Virgin Hotel ’ s first of five dining options to open ( the others include the 23-hour diner , Miss Ricky ’ s ; the espresso and wine bar , 203 ; a rooftop bar ; and a lounge ). Rick Gresh , former executive chef at David Burke ’ s Primehouse inside Chicago ’ s James hotel , is at the helm of the restaurant and bar that features breakfast , brunch , lunch and dinner plus crafted cocktails .
“ People will feel like they are part of a private members club but all hotel guests and locals alike are welcome ,” Leal says . “ It feels exclusive but it is very accessible .”
With lifestyle hotels quickly gaining momentum , Leal believes Virgin is comparable to the W and Thompson brands . However , he says , a focus on “ mindful room design ,” service and entertainment will distinguish Virgin in a somewhat crowded segment . A wide range of demographics will also flock to Virgin Hotels , Leal adds .
“ A lot of hotels in the lifestyle space think it ’ s just about catering to Millennials , but we wanted to create a hotel that caters to all types of people ,” Leal explains . “ We have a wide appeal and really attract those experienceseekers looking to try new things .”
According to Leal , Virgin Hotels estimates a US $ 200 ADR and 70 % occupancy during its first year in operation . Target guests include women , who were the subject of a Cornell University report showing the female business traveler rate is on the rise . As a result , the Chicago property aims to emphasize safety , with separate spaces to accept deliveries , and provide female-centric features such as well-lit vanities , shower benches and yoga mats .
“ Virgin has a considerable number of female executives , so we took their input into consideration to create a hotel that female travelers would appreciate ,” explains Leal , who also added that Virgin held several focus groups in order to better understand female travelers ’ needs . “ We aren ’ t just offering the standard blow dryer . We have designed the entire dressing area with women in mind .”
Other amenities include free Wi-Fi with no bandwidth restrictions and a daily social hour with free cocktails , beer and wine . Virgin Hotels also recently launched Lucy , a free mobile app that allows guests to make room and restaurant reservations , check-in , adjust room temperature , live chat with other guests via Virgin ’ s chat room and message center , review room bills , check-out and more .
www . hotelsmag . com March 2015 HOTELS 31