UK: Amsterdam-based hospitality brand The July is set to open its first UK property this June, unveiling a 114-room aparthotel in London’s Victoria district.
The launch The July London Victoria marks the brand’s international debut and its first project since rebranding from City ID in late 2023.
Positioned five minutes from Victoria Station, The July London Victoria will offer a hybrid model combining short and long stays, co-working spaces, wellness facilities, and on-site dining.
The development is aimed at all types of guests, from business travellers to families, and will include two additional residential apartments. It has been designed in collaboration with Fettle, a London and LA-based studio, and incorporates Art Deco-inspired interiors, recycled materials, and BREEAM Excellent certification.
The aparthotel includes amenities such as a gym, sauna, cold room, coworking areas, a deli and an all-day restaurant called The Idler, led by chef Jay Campbell, which will serve modern British dishes with Mediterranean influences.
Public spaces will be open to the local community, including the bar, restaurant, and event spaces. Residents can also join reading or running clubs through The July’s “neighbourhood key” membership initiative.
Alex Goad, co-founder and CEO of The July, said: “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.”
The July’s portfolio includes The July Boat & Co and The July Twenty-Eight in Amsterdam. The brand’s upcoming openings are planned in Dublin, Lisbon, and Amsterdam South Axis from 2026.
Highlights:
• Amsterdam-based The July will open its first UK aparthotel in London Victoria in June 2025.
• The property will offer 114 rooms, blending short- and long-stay accommodation with coworking, wellness, and dining.
• The July London Victoria will hold a BREEAM Excellent rating and its interiors feature recycled materials, designed by Fettle.
• Future expansion for The July includes locations in Dublin, Lisbon, and Amsterdam South Axis from 2026.
