It’s hard to overlook the level of care that has gone into The July at London Victoria. As the first UK property from the Amsterdam-based hotel group formerly known as City ID, it combines the independence of a rented apartment with the ease of a hotel. It does all of that, and it does it very well, but it also exceeds expectations in pretty much every other area. It has modern, well-curated design throughout – from the choice of mid-century designer coffee table books in the co-working space lobby to the Marie-Stella-Maris toiletries in your ensuite. There’s a gorgeous on-site restaurant. And the staff strike the perfect balance between laid-back charm and professional hospitality. If anything, it’s the sort of property that would be more suited to a trendier neighbourhood – it feels more Shoreditch High Street than Victoria station.
Why stay at The July?
Victoria is not short on hotels – I could see at least three from my room window in The July. There’s a reason for that: this area is exceptionally well connected to the rest of London, it’s close to major tourist spots and is easily accessible from Heathrow airport. What’s not short on, though, are stylish new boutique hotels – in that category, The July definitely stands out. The building is completely new, comprising two former townhouses, one hotel and two office buildings. It’s so new that I actually noticed a stray bit of bubble wrap still clinging to one of the bar furnishings. But it’s also finished to a remarkably high spec. The apartment-style rooms come with fully equipped kitchens and access to communal laundry facilities, meaning you can enjoy all of the benefits of an Airbnb, without the cleaning fees or any of the hassle.
What are the rooms like at The July?
There are 114 rooms here, ranging from the smaller (though still spacious) studios to six-person apartments. Stays can last anywhere from a single night to an entire year, with two of the apartments available for ‘exclusive residential use.’ Interiors-wise, think Soho Home, but with a bit more colour: a signature style from the designers, the architecture studio Fettle, whose portfolio includes The Hoxton Rome, Locke Paris, and The Marylebone Hotel.
In each room you’ll find postmodern-style furniture, a king-sized bed and a fully-equipped kitchen area complete with a Nespresso machine, fridge (stocked with milk and treats for purchase), Smeg kettle and toaster, plus all the extras, from dishwasher tablets to a lemon squeezer and cheese grater. There’s even a full bottle of olive oil (a prized commodity these days) and Maldon sea salt, in case you fancy whipping up a feast right away. It’s all tasteful, modern and considered, right down to the ‘Who Gives a Crap’ loo roll.
What are the best things to eat at The July?
If you’re not keen on using all of that cooking equipment, then you could do a lot worse than heading down to on-site restaurant The Idler, another gorgeously decorated space whose all-day modern British menu is casual but top-quality. It’s the sort of place where you can have a romantic meal for two, but equally not feel uncomfortable ordering for one and hopping on a work call at the marble-topped bar. It’s so nice, it felt almost wrong to see it as deserted as it was – but I’ll put this down to that fact that I visited the week it opened. There’s also an honesty bar beside the co-working space in the hotel lobby.
Food-wise, I’d recommend ordering a few starters to share. We went for the succulent heritage beetroot with whipped goat cheese and tarragon in various shades of pink and purple; the salmon rillettes, stacked on an impressive baguette crisp and scattered with dill, were also good. For your main course, you have a choice of land, sea or earth. The Lake District bavette with heirloom tomatoes and foamy Caesar sauce was juicy, delicate and beautiful to look at. The highlight however, had to be the dessert: a bowl of crème fraîche panna cotta with melt-in-your-mouth strawberries and a zingy balsamic and black pepper dressing.
For breakfast, also at The Idler, there’s a menu with all of the cooked classics – eggs florentine, a full English – but also more modern options, like potato hash with cured tomato and a gentrified ‘pork belly’ bacon roll. You’d maybe expect a little more to be on offer at the continental breakfast buffet, given it checks out at £19 a pop – but what was there (pastries, meats, breads, cheese, yogurt) was exceptionally good quality.
What is the service like at The July?
Aside from a minor teething issue where the staff at reception didn’t know if there was bike storage (there is, by the way), the service was spot on. Friendly, but not in your face, and genuinely helpful whenever we needed it: a spare razor, forgotten key card, it was all delivered straight away, with a smile. If you want to make the most of the service, you can ask for reception to ‘give you a ring’ on the phone in your room to start your day, and the front desk also provides access to a dentist, doctor, laundry, parking and a florist. There’s not a daily turn-down service unless requested by popping the ‘freshen up’ sign on your door, and for people staying longer, you can ask for a full clean of your apartment every six days.
What is the spa and gym like at The July?
There’s a small but well-equipped gym on-site, along with a brand-new electric sauna, which you can book via a QR code in your room for privacy. The sauna and adjoining relaxation area are real highlights: interiors magazines to browse, cucumber water to sip, a private sauna just for you and your partner meaning you can avoid that awkward stranger small talk, as well as a traditional ceiling bucket filled with ice water that you can tip with a lever (if you’re brave enough; prepare to scream). There are no treatment rooms, but the private set-up makes up for it – the focus is more on casual relaxation than indulgent spa pampering. Other useful amenities include bookable meeting rooms, and if you’re doing the whole ‘living here’ thing, you’ll appreciate the on-site laundry facilities. Dry cleaning can be arranged through the front desk.
What’s the area like around The July?
I’m going to be real with you. If this place was in Soho or Shoreditch, The July would be busy with people drinking martinis at the bar; the co-working lobby space full of creative freelancers tapping away at their laptops. The reality is, though, it’s in the depths of Victoria: lots of grey concrete, corporate-looking aged hotels, identikit tourist shops and buses. It’s not nice, but it is easy: all of London (and the UK) is at your doorstep. So if you need a base to get around and explore, and aren't fussed about getting to know a neighbourhood (in my opinion, no one in their right mind would ‘get to know’ Victoria), you could do worse. You’re close to Wicked at the Apollo, which never gets old. You’re not far from Buckingham Palace and Hyde Park if you fancy the tourist stuff. And a quick hop on the Victoria line will have you almost anywhere in 20 minutes.
In terms of eating, probably the best restaurant nearby is Mildred’s, for all-day vegan dining, or Lorne, for elegant modern plates and cracking Sunday roasts. Otherwise, you’ll want to venture out of Victoria’s chain restaurant tourist hell and go a bit further afield (perhaps to Whitehall for posh sushi at Kioko). For drinks, the teeny tiny Nag’s Head in Belgravia is full of character.
Why you should you book a stay at The July
If you want somewhere genuinely nice to stay without breaking the bank – somewhere with taste and attention to detail – and you need to be somewhere well connected, stay here. You’re unlikely to get a comparable experience elsewhere. And if you’re looking for somewhere to stay for a longer amount of time and want an alternative to an AirBnB, this could be a stylish and luxurious alternative.
DETAILS
Address: 282 Vauxhall Bridge Rd, London SW1V 1BB
Price: From £210 per night
Closest transport: Victoria Station, if that wasn’t clear already
Book now: Via Booking.com