Blurring the lines between residence and retreat, Amsterdam-born apartment-hotel brand The July makes its international debut in London this June

May 2025.../ 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 Co-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. Every stay is unique—their stay, their story.

The essence of July – its warmth, vibrancy, and carefree spirit —permeates every element of the brand. 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 its doorstep like Wicked and Hamilton, and superb rail connections, the location lends itself to all types of London tourist. Reach Gatwick's terminals within a respectable 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 away, 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 co-working 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 deep work, celebrating landing that client, or simply catching up with friends, The July London Victoria is an inviting place where there's always something delicious cooking. Headed up by Chef Jay Campbell, all-day restaurant The Idler offers modern British cuisine with a Mediterranean twist, serving sharing-style starters and seasonal menus that showcase quality British ingredients. The July’s resident expert mixologist complements the experience with creative cocktails and British wines at the bar. The Deli brings freshly baked goods from sunrise to well past a sensible bedtime, with products that can be taken up to rooms for cooking at leisure or enjoyed on the go.

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 creates an environment of familiarity and flexibility where you can simply drop everything off and just be.

The July London Victoria’s "neighbourhood key" acts as a backstage pass to curated events, sweet deals across all properties, and dining perks for locals living and working in the area. Community groups including reading and running clubs make The July an ideal spot for guests looking to connect beyond the restaurant bar (though that’s plenty of fun, too). Public areas are thoughtfully designed to suit visitors and locals, providing a genuinely welcoming place to spend time in the heart of London.

The property will hold BREEAM excellent certification and more accreditations, and has multiple initiatives to limit operational emissions, because for The July sustainability is at the brand’s core and shouldn't be optional.

Design

Behind the design of The July London Victoria is the brand’s in-house design team and 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 Basement which features a wellness area and gym. The Ground Floor, including the lobby, restaurant and bar – which are also open to the public - and an event space, guestrooms and the two 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. 

The team has also taken inspiration from the local area and its rich Art Deco architecture with subtle, playful nods seen through the 1930’s inspired furniture and materials used within the hotel. 

They employed intuitive layouts and comfortable furniture throughout that reinforce a residential atmosphere.  The rich and joyful colour palette includes a refined green running theme inspired by the neighbouring royal parks on the hotel’s doorstep.

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. Forthcoming locations are set to open 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 opens its doors in June 2025. Prices start from £249 per night, room only.

For more updates, head to thejuly.com and @thejulyhotels.

-Ends-

About The July

The July is a brand designed around real life, with a focus on comfort, usability, and emotional connection in every detail. It’s not just about a place to stay; it’s about creating spaces where guests can fall into a couch after a long day, host a dinner with friends, write a pitch deck in the perfect environment, or even decide to stay an extra week because the space feels like home. Intimate, not generic, every The July property is built from the ground up, with each location reflecting its unique street, city, and story. In Amsterdam, the design takes inspiration from the bold simplicity of the 1920s Amsterdam School. In London, it blends Brutalist architecture with warm industrial elements. In Lisbon, the palette draws from the colourful tiled hillsides of Alfama. Each property is deeply embedded in its neighbourhood, offering hyperlocal relevance rather than just being “inspired by” it.

The brand embraces flexible stays without labels—there are no packages, no timelines. Guests define their stay. Whether it's a night at the theatre, three months of focused work, or two weeks of reconnection, everything fits. The design philosophy is emotional, not decorative. It's about creating spaces that make guests feel a certain way—whether through light, volume, scent, or silence. The question isn’t just how a space looks, but how it feels: Can guests breathe here? Can they work, relax, host, or crash with ease? The July is committed to creating adaptable environments that meet the diverse needs of modern life.

In the brand's lobbies, the local soul comes alive—whether it’s a yoga class, a digital nomad gathering, a wine tasting, or a pop-up vinyl night. Every detail is designed to foster connection, both with the space itself and the community around it. For The July, the future of hospitality is not just about a place to stay—it’s about creating a personal sanctuary where guests can live, work, and explore in a seamless, flexible environment.

For press enquiries and images please contact Nadia Walford PR.

E: nadia@nadiawalford.com; M: +44 (0) 7951 058 443