Virgin Hotels has opened its first property in Chicago and plans 20 by 2025.
The new brand plans to open a second location in Nashville in the summer 2016 and a third property in New York City in autumn 2017.
The company aims to announce two additional locations by the end of 2016.
The Chicago property is in a 26-storey Art Deco building, with 250 rooms, including 40 one-bedroom suites and two penthouse suites.
The hotel offers free Wi-Fi at unlimited bandwidth and has eliminated early check-in fees, late check-out fees, room service delivery charges, business centre transactions, and other add-ons.
All rooms – known as chambers – are divided into two spaces by sliding doors, complete with a peephole. The dressing room includes a vanity, make-up desk and mirror, an extra-large shower with a bench, and ‘his and hers’ closets.
The lounge area features a red SMEG mini-fridge, LG Smart TV and a custom designed table that swivels. Outlets for their smartphone, computer or other electronic devices are on the bedside.
Rates start at $265 a night excluding tax.
The hotel’s dining options will include The Commons Club in the heart of the property, a 23-hour American diner and a rooftop bar and lounge, all opening between February and April.
Virgin Group founder Sir Richard Branson said: “It’s been a long held dream to start beautiful, comfortable, fun hotels for guests and give them what they want and need while being gentle on their wallets.
“I’m tremendously proud of the brilliant Virgin Hotels team, and I look forward to hosting our fans and spending more time in Chicago.”
Virgin Hotels chief executive Paul Leal added: “It’s an exciting time for our team as we get to unveil our new approach to room design, service, and entertainment within the hotel industry.
“We hope our fans recognise the subtle yet authentic Chicago touches throughout the hotel, and come to think of us as their place away from home whether they’re travelling or a local.”
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