October 2025.../ The July London Victoria unveils Unlocked by, an innovative collaboration with Semaine & Studio.Semaine. that allows guests rare access to the tasteful inner worlds of three celebrated London creatives, bookable from November 2025. 

Selected guest rooms will be transformed into immersive experiences shaped by the deeply personal aesthetics of chef Ellie Bouhadana (Ellie's Table), audio designer Shivas Howard Brown (Friendly Pressure), and literary curator Gemma Janes (Sendb00ks). Guests will experience the rooms as the tastemakers would, their distinct personalities shaping the spaces for a limited time only. 

An exciting competition period runs from 15th October to 1st November 2025, giving guests an opportunity to win a complimentary stay in a Tastemaker curated room by following @thejulyhotels via Instagram and following the instructions via the link in the hotel’s bio. 

Following this, curated rooms will be available to book directly (thejuly.com) from 10th November until 15th December 2025, subject to availability. 

Each Tastemaker has designed a room as an extension of their craft, values, and personal rhythm, filling the space with highly expressive and covetable items. 

Beyond the ordinary hotel experience 

Unlocked by reflects The July London Victoria's commitment to authentic cultural connection and its philosophy of building spaces for all routines. Taking time to enjoy the apartment-hotel, guests have the chance to gain new perspectives curated by trusted cultural voices. 

“We’ve always believed in creating spaces where guests can seamlessly transition between work, rest, and play. Unlocked by takes this further, layering personal stories onto our rooms. We’re looking forward to inviting more hosts to take over a room and invite us into their world. That’s the beauty of apartment-hotels, you peek behind the curtain of how people really live, not just stay,” says Simika Nayyar, Marketing Director at The July. 

Three creative worlds, one transformative stay 

Ellie Bouhadana's kitchen focus: The chef and founder of Ellie's Table brings her Mediterranean heritage and ingredient-driven philosophy to life through a curated hamper with locally sourced snacks including spices, olive oil, pickles, anchovies, chocolates and seed crackers. Guests discover cookware from Our Place, thoughtfully selected tableware including a bespoke ceramic made in partnership with Ellie, Semaine and Four, an array of vintage table linens, all with a recipe card by Ellie based on the hamper contents. The kitchen becomes a space for nourishment, encouraging guests to create their own feast using their room's fully-equipped facilities. 

Shivas Howard-Brown's audio sanctuary: The founder of London-based loudspeaker design studio Friendly Pressure transforms the living space into a complete sonic experience. A set of custom Friendly Pressure speakers provides immersive audio, with a record player and vinyl selection at the guest’s disposal, all rounded off with a playlist personally curated by Shivas. Soft seat cushions allow guests to sit on the floor and feel the vibrations, while olives and cocktail mixers encourage after-hours unwinding. 

Gemma Janes' literary haven: The founder of Sendb00ks curates a collection of 14 books, some from London-based authors with a focus on female writers, ensuring guests always have access to exceptional reading. The space features a hand-sourced reading lamp for optimal reading light, vintage bookends to display the collection, and comfortable cushions or throws for reading in comfort. Printed postcards exploring Gemma's reading habits and book selection can be used as bookmarks, while a tea set with something sweet to nibble on turns the simple act of pausing with a book into a small ritual 

Thoughtful touches throughout 

Each room features bespoke elements extending the Tastemaker's vision across multiple touchpoints. Custom door tags transform standard "Do Not Disturb" signs into a personalised welcome to guests entering their Unlocked by experience. 

Specially picked coloured bathrobes are embroidered with Unlocked by branding and Tastemaker signature. A bespoke guest directory includes each of the Tastemaker’s favourite London haunts, a breakdown of all the curated products and access to exclusive content created just for this partnership. 

Meet the Tastemakers 

The July London Victoria will celebrate the launch with an intimate gathering on 15th October, bringing together all three Tastemakers for an evening showcasing their creative worlds in person. 

Your London launchpad 

Victoria continues to establish itself as one of London's most dynamic neighbourhoods, and The July London Victoria - just two minutes from Victoria Station - remains perfectly positioned as a cultural hub where guests can discover authentic London experiences. With its Art Deco-inspired design, 114 thoughtfully appointed rooms, and commitment to real human connection, the hotel provides the ideal canvas for this innovative collaboration. 

The competition period runs from 15th October to 1st November 2025, where guests can win a chance to stay in a Tastemaker curated room by following @thejulyhotels via Instagram and following the instructions via the link in the hotel’s bio. 

From 10th November until 15th December, curated rooms will be available to book directly, subject to availability. Visit www.thejuly.com

Rates at The July London Victoria start from £300 per night, room only. 

The experience includes all curated elements, the Tastemaker's guest directory, and a parting gift.

For reservations and information: www.thejuly.com 

Download images of The July London Victoria here.

For press enquiries and images, please contact Nadia Walford PR.

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

Notes to Editors:

About The July: 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. The July London Victoria represents the brand's expansion into the UK market, bringing its distinctive Amsterdam-born approach to London's Victoria neighbourhood. Forthcoming locations are set to open in Dublin, Lisbon and Amsterdam South Axis from 2026 onwards. 

About Semaine & Studio.Semaine.: Telling stories since 2015, Semaine is a living media that brings you joy at your digital and physical fingertips. Enter the world of Semaine Tastemakers–learn from them, be inspired by them, shop their thoughtfully curated objects. The sister creative studio Studio.Semaine. tells multimedia stories for brands and Tastemakers, on their quest to live better and more tastefully. Prioritising future-proofing their work so that the content, experiences, branding and strategy they create is built to last, and can be built upon as time passes.