OLD TOWN, NEW COMPETITION

Embodying the historic architecture of Scotland mixed with contemporary design, Virgin Hotels Edinburgh aims to entice a broad array of guests. In this exclusive piece, James Bermingham, CEO at Virgin Hotels, shares details on the elements the team chose to add in order for guests to feel ‘like they never want to leave’.

Please introduce Virgin Hotels Edinburgh and the inspiration behind the venue.

Edinburgh – the location for the first Virgin Hotel in Europe – was the natural choice given the vibrancy of the City and all that it has to offer.

Located in the landmark India Buildings in Edinburgh’s Old Town, a stone’s throw from Edinburgh Castle, the hotel features 222 Chambers and Grand Chamber Suites and multiple dining and drinking outlets including Eve and Commons Club, all with their own unique space and distinct design. The hotel site is home to a 19th century church, known as Greyfriars Hall, that has been beautifully restored and repurposed as a special event venue.

The hotel’s design takes inspiration from a variety of sources, such as the local culture and history of Edinburgh, the Virgin brand’s overall aesthetic, and the shared vision with our capital partners Flemyn Group, inspired the creative vision of the hotel’s designers and architects.

Edinburgh is known for its rich history, stunning architecture, and vibrant arts scene. The hotel’s design incorporates key elements of Edinburgh’s history and culture, such as traditional artwork and architectural details, keeping the heritage of the India Buildings alive.

Within the hotel’s 222 chambers, each is equipped with top of the range technology and elegant finishing touches. All the smallest details have been thought out in each room, with luxurious materials such as high-quality bedding and furnishings throughout.

Who is the target audience for the hotel and how have you made this apparent through the elements inside the venue?

Virgin Hotels Edinburgh aims to appeal to its affluent target market who value a personalised and stylish stay, by providing a unique experience through various luxurious elements that cater to their specific needs and preferences.

Showcasing a first-class look into Scottish luxury, the hotel is perfectly situated for both international travellers and locals looking for a staycation in the heart of the city.

Firstly, the hotel’s design is modern and sleek, with a touch of Scottish elegance, appealing to guests who appreciate contemporary aesthetics. Each of the 222 chambers and suites comes with a custom bed, large flat-screen TVs, and a Smart thermostat, all designed to enhance the guest’s comfort and convenience.

Furthermore, the hotel offers a unique dining experience with its on-site restaurant and bar, Eve. This lively venue is known for its culinary delights, signature cocktails, and exciting events. Guests can indulge in delicious meals, from breakfast to dinner, and enjoy their favourite tipple in a vibrant atmosphere.

Eve regularly hosts events, including live music performances, DJ nights, and themed parties, attracting locals and guests alike. These events provide an opportunity for guests to socialise and enjoy live entertainment, without even stepping foot outside.

Virgin Hotels Edinburgh is also home to its elegant flagship restaurant Commons Club, which offers a premium dining experience and is perfect for hosting private functions and corporate events within the Commons Club Kitchen space.

The restaurants were also both designed with locals in mind, offering city dwellers an outstanding dining experience or chic spot for a cocktail on their doorstep, and local businesses a unique meeting space to get out of the office.

There are a selection of food and beverage outlets on-site at the venue, why was this important upon opening and what benefits has the variation presented?

Virgin Hotels Edinburgh’s first outlet is Eve, the all-day dining space providing a range of food, drinks and entertainment. Having the opportunity to use Eve as more than a dining space was important during the conception of the hotel. Located within the hub of arts culture, Edinburgh is worldrenowned for its festivals, particularly the Edinburgh Fringe, and Virgin Hotels was eager to get involved. Since Virgin’s first foray into the music and performance scene with Virgin Records, music has always been at the heart of the Virgin brand.

Eve’s interiors are also unlike anything other. Unique paintings from floor to ceiling cover the walls, which were specially chosen for the location by Studio Giftig, a renowned Dutch graffiti artist collective. These unique artworks create an immersive environment that simultaneously commemorates and transcends the brand and region’s rich past by incorporating themes of Scottish history and Virgin heritage.

Commons Club is Virgin Hotels Edinburgh’s flagship restaurant. A modern take on a classic social club, Commons Club features Scottish ingredients of the highest calibre prepared with creative flair. As Virgin Hotels flagship, The Commons Club Restaurant was a must to provide guests the finest experience in food and beverage without having to leave the property.

Recently, Commons Club launched the ‘Chef’s Table’, a 5-course tasting menu where guests can experience the magic up close, from kitchen to plate. Virgin Hotels aims to be a modern brand, offering guests unique and memorable experiences. From the high standard of its dining, to unforgettable events and culinary experiences, the dining venues were a pivotal part of the hotel’s inception and continue to be one of the main draws, attracting both overnight hotel guests and visitors of the city.

Looking to provide a variety of function spaces, Virgin Hotels Edinburgh is also home to Greyfriars Hall, a gothic church that has been carefully restored according to its original architecture. The breath-taking event space is an integral part of the hotel, tying the old history of Edinburgh into the modern party atmosphere that the capital is known for. It was important for Virgin Hotels to have a multifunctional space that would be front of mind for both local events as well as private functions and special celebrations, and Greyfriars does this in a spectacular way.