It looks staid, retro, only slightly lush on the outside, occupying the historic Old Dearborn Bank Building on the Loop. But the gilded doors and red neon sign of Richard Branson’s first Virgin Hotel have finally been set to swinging and blinging in windy city Chicago.
Inside, it is bolder. Very 21st-century yet classic luxe, with no reception desk. Just a vending machine for key cards. And an Ambassador — is that a new word for hostess? — in red coat and black hat. Because you can check in with a smartphone app called Lucy, who also uses your device to control thermostat, lights and TV. There is a front desk, the building’s original 1920s oak cigar bar. And artwork of stuffed animals recreating famous paintings. Umm…
Upstairs, there are 250 ‘chambers’, even the basic ones spacious, divided by a double door into a ‘sleeping lounge’ and a large dressing area of his and hers closets, a full vanity with basin and a makeup table with lighted mirror! The shower, with bench and rubber sheep (no idea!), stocks eco-friendly Red Flower toiletries. The bed is great for work and play — there is a nifty moveable backrest at its foot. Wi-fi is fast and free. The minibar is a cherry red Smeg refrigerator, with proper ‘street pricing’ for snacks, $1–2. There are some dog-friendly chambers, too, signalled by a plaster pup stationed outside the red door, under the red lamp.
Only one dining venue, the Commons Club, is open — three meals, a happy hour with all drinks free and a Funny Library for a communal table. Coming soon: a rooftop izakaya, a 23-hour diner called Miss Ricky’s, serving a Sir Ricky Burger and an Elvis-inspired dessert donut, and a Euro café that morphs into a wine bar after sunset. Yes, they are high on bars. And a spa is coming up underground. Tariffs from $209; virginhotels.com