Blurring the lines between residence and retreat, Amsterdam-born apartment-hotel brand the July is making its international debut in London.
Located in the heart of Victoria, the property comprises 114 guestrooms, two residential-style apartments, a wellness area, gym, event space, and dining options (including all-day restaurant the Idler, a bar, and deli).
Drawing on Art Deco heritage
The July London Victoria’s design, conceptualized by the brand’s in-house team and Fettle, pays homage to the area’s Art Deco heritage.
Subtle nods to the 1930s can be found in the building’s rich material palette, which features oak, recycled timber terrazzo, textured glass blocks, and natural marbles. Thoughtful layouts and bespoke furniture add a residential warmth to public spaces and guestrooms alike.Â
The color palette is inspired by the lush neighboring royal parks, with hues of refined greens complemented by warm timber floors and vibrant accents.
Guestrooms at the July
Accommodations—with spaces to relax, dine, and work—balance functionality and charm.
The bright interiors feature Art Deco-inspired details, vibrant furniture, and bespoke lighting paired with a mixed material palette of oak, recycled timber terrazzo, textured glass blocks, and natural marbles.
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