New kid on the block, The July, set to tear up the rulebook in London this summer bringing its soulful, design-led spaces for work, play, and everything in between to the heart of Victoria

This summer, The July is bringing its Amsterdam-born charm to London's Victoria, with a brand-new apartment-hotel that refuses to be pigeonholed, catering to the local community, short and long stays, families, solo travellers, day-trippers and more.

Custom-built for the rhythms of modern living, travelling and working, The July London Victoria is where business trips seamlessly blur into leisure stays, digital nomads find their tribe, and traditional hospitality boundaries dissolve. In pursuit of the ultimate hotel stay, this independent hotel group has created a space that isn't wholly hotel nor simply serviced apartments, and that also provides a comfortable hangout spot to serve the surrounding neighbourhood.

A short five-minute walk from Victoria station, The July London Victoria is designed for the independent and occasionally indulgent. Its 114 rooms make you want to linger longer (and you can - in one of two additional exclusive residential apartments). This is the sustainable urban sanctuary that London didn't know it needed.

Of the new opening, The July Founder and CEO, Alex Goad has said: "We're so excited to introduce The July to London, a city where I have spent much of my youth visiting family (especially in the 80s) and where my career first started. London is an incredible city that perfectly embodies the dynamic energy and rich history we value. As our first international location outside of Amsterdam, London is a natural fit for our belief that travel is all about flexibility and immersion in the local culture. At The July London Victoria, we offer a distinct experience—where comfort meets convenience in thoughtfully designed spaces that celebrate both the essence of the neighbourhood, city, and the spirit of exploration. We can't wait to invite guests into a new kind of travel experience, one where each stay feels uniquely personal and seamlessly connected to the local vibe. This summer, we're ready to welcome you to a new chapter in flexible, location-driven travel."

WHAT’S IN A NAME?

The July is inspired by the transformative energy of the month itself; a time when the shift from work to play occurs, embracing freedom and spontaneity. This essence reflects the brand’s vision of a new way to stay, where travel, work, and life seamlessly blend. The team behind The July believes that the future of hospitality is bespoke, flexible, and human, enabling guests to effortlessly transition between all aspects of their lives, no matter where they are. At The July, the focus isn’t just on providing beds and breakfast, it’s on crafting spaces that adapt to each guest’s rhythm, fostering an environment where connections thrive, and guests feel genuinely welcomed.

For many, July represents a time of adventure, relaxation, and unforgettable experiences, and The July aims to capture that feeling year-round. Whether savouring a morning coffee or unwinding with a glass of wine after a day of city exploration, the inviting spaces are designed to inspire leisure, balance, and a sense of escape. With The July, every stay becomes an opportunity to slow down, embrace the journey, and enjoy the moment, no matter the season.

LOCATION, LOCATION

Today, London’s Victoria has found its groove, and The July is in the thick of it. A buzzing neighbourhood with knockout restaurants, great theatre productions on our doorstep like Wicked and Hamilton, and superb rail connections, with Victoria station just moments away. Reach Gatwick's terminals within 30 minutes, while Brighton's seaside awaits at the end of a 60-minute rail journey. Buckingham Palace, St James’ Park and Green Park are just a 10-minute stroll from The July - Victoria, while Westminster and Tower Bridge are a 20-minute walk, and Piccadilly Circus a 30-minute walk away. Also easily accessible from The July London Victoria are some of London’s best shopping, exhibitions and tourist attractions just a few tube or bus stops away.

AMENITIES

The July London Victoria is a place to stay all day; start the morning with a workout in the gym, transition to a dedicated coworking area and reservable meeting spots, then shake off the day in the property’s sauna and cold room.

Whether you're fuelling up for a day of work, celebrating landing that client, or simply catching up with friends, The July - Victoria is an inviting place where there's always something delicious cooking. All-day neighbourhood restaurant, The Idler, focusses on local produce and making the most of surplus ingredients. With sharing-style starters and seasonal menus that showcase quality British ingredients, with a drinks list to match all occasions.

Guests can pre-book items to be stocked in their room's fridge, have flowers on arrival, or a bottle waiting to be opened, to evoke that feeling of home. With less clutter and unnecessarily complicated tech in the rooms (no annoying light switches or curtain buttons here), The July - Victoria creates moments where you can simply drop everything off and just be.

Community groups including reading and running clubs make The July an ideal spot for guests looking to connect. Coworking spaces and public areas are thoughtfully designed to suit visitors and locals alike, providing a genuinely welcoming place to spend time in the heart of London.

DESIGN & DEVELOPMENT

Behind the design of The July - Victoria is the brand’s in-house design team in collaboration with Fettle, a London and LA-based interior architecture and design studio specialising in hospitality design. Fettle’s scope of work for the project includes the wellness area and gym, lobby, restaurant and bar, as well as our event space, guestrooms and two spacious residential apartments.

The design narrative for the hotel is reflective of The July brand, encompassing a series of spaces that offer flexibility and comfort, with strong sustainability values that have remained at the centre of many design decisions made for the project. This is reflected in the Victoria's BREEAM New Construction certification, officially holding an assessment rating of "Excellent". This score reflects the efforts put into developing the hotel to the highest sustainability standards, including across topics of health and wellbeing, energy performance, land use and ecology.

The team took inspiration from the local area, culture on our doorstep, and surrounding rich Art Deco architecture with subtle, playful nods seen through the 1930’s inspired furniture and materials, with artwork and a ceiling mural that reflect just that.

The beautifully designed guest rooms function seamlessly for short and long stay guests including spaces to relax, dine and work. The rooms are bright and inviting, featuring Art Deco inspired detailing, bespoke lighting with warm timber floors and colourful furniture pieces. The adventurous material palette includes oak, recycled timber terrazzo, textured glass block and natural marbles.

THE BIGGER PICTURE

The July brand’s narrative began in 2012 with ID Aparthotel in Amsterdam's Sloterdijk district. What started with 28 apartments swiftly expanded to 127 units ranging from studios to four-bedroom residences, establishing Amsterdam's first genuine apartment-hotel concept. This pioneering venture evolved into a sophisticated portfolio that now includes The July - Boat & Co and The July - Twenty Eight. Opening soon in Dublin, Lisbon and Amsterdam South Axis from 2026 onwards.

Following its strategic rebrand from City ID in November 2023, The July continues to expand its carefully calibrated concept internationally.

The July London Victoria opened its doors in June 2025. Prices start from £249 per night, room only.