There is a term I hate when it comes to hotel guff: ‘Home away from home’.
If I wanted home, I’d stay at mine – with its familiar corners, half-finished DIY projects and messy bookshelves.
Staying away is about the opposite: stepping into something curated, unfamiliar, and dare I say aspirational. Intrinsically, feeling that you’re not at home.
So the high-end aparthotel is a curious beast. Straddling the line between a serviced apartment and boutique hideaway – concierge meets kitchen.
And this ‘best of both worlds’ opportunity is a fast-growing sector. Real estate firm Savills predicts that London will be Europe’s largest ‘serviced apartment’ market by 2025 – with supply projected to jump by 21 per cent.
The new kid on the scene in the UK capital is The July London Victoria. It’s a polished pairing of Scandi restraint and urban flair, following in the footsteps of sister properties in Amsterdam.
It’s a welcome addition to Victoria, a rather functional neighbourhood better known for its office blocks and transport hubs than a hip place to hang out.
On the plus side, it is extraordinarily well-connected to other parts of town – Knightsbridge glamour or Soho cool in less than 15 minutes.
The high-end aparthotel is a curious beast. Straddling the line between a serviced apartment and boutique hideaway – concierge meets kitchen.
The new kid on the scene in the UK capital is The July. It’s a polished pairing of Scandi restraint and urban flair, following in the footsteps of sister properties in Amsterdam
What the area lacks in vibe is juxtaposed by the hushed warmth when you set foot inside The July.
The light-filled lobby is a backdrop of muted tones and Art Deco nods, strung with bold primary colours in lamps, artwork and carpets.
Behind reception staff set the tone: charming but laidback. Not a hint of stuffiness.
The desk is engulfed by the open-plan ground floor, which sees space filled with a long wooden table (seemingly designed for co-working) flow into the bar-restaurant.
Above the latter is an enchanting mural, bursting across the ceiling in pastel shades, the work of artist Eliza Downes.
The lively interiors feel deeply ‘Instagrammable’, a potent blend inspired by the likes of Soho House and The Hoxton, such as plants hanging from shelves and plush velvet in jewel tones.
So far, so hotel.
The ‘apartment’ distinction lies in the rooms. The 114 spaces are modern and uncluttered, with oh-so-cool splashes of retro (a yellow rotary phone, patterned lampshades).
The ‘apartment’ distinction lies in the rooms. The 114 spaces are modern and uncluttered, with oh-so-cool splashes of retro (a yellow rotary phone, patterned lampshades)
The lively interiors feel deeply ‘Instagrammable’, a potent blend inspired by the likes of Soho House and The Hoxton, such as plants hanging from shelves and plush velvet in jewel tones
The aparthotel edge comes from the kitchen, wrapped in oak, ready to go for those wanting to cook for themselves: pots and pans, utensils to olive oil.
Like the rest of The July, they were created in partnership with Fettle, the design studio behind hospitality hotspots in London, Los Angeles, Paris and beyond.
The bathrooms show off the considered design: Edwardian-style basins on exposed metal stands, set against tiled walls inspired by Lutyens’ flats on nearby Page Street, with its distinctive chessboard render.
Beds are supremely comfortable, and handily beat many that business travellers often find themselves in; if you’re in the city for pleasure – especially in a city where going out to eat is part of the fun – you may find yourself wishing you weren’t staying so close to your kitchen.
Elsewhere, a winning element of these apartments with benefits is the small gym, home to a brilliant electric sauna. This isn’t a stuffy spa – instead you can easily fit a slice of relaxation around your plans.
Back on the ground floor, The Idler restaurant, led by Head Chef Jay Campbell, brings a welcome sense of place.
Start with a cocktail (an old fashioned made with coconut rum is a playful take on the classic) at the marble-topped bar, then stroll across the wooden parquet flooring and sink into the banquette, from where you can watch the chefs at work.
The short menu comprises British-Mediterranean flavours, impressing with a smokey, silk-textured Sicilian aubergine served alongside green salsa, and a lamb rump – a rosy hue at its centre – paired with a carrot and rocket pesto.
On the ground floor, The Idler restaurant brings a welcome sense of place. Start with a cocktail (an old fashioned made with coconut rum is a playful take on the classic) at the marble-topped bar
The peaches, charred and syrupy, served warm with honeycomb ice cream and lemon balm, is the way to round out the meal (unless you fancy a potent nightcap, of course).
The downside of The Idler was how quiet it was on my visit, and the uncertainty of staff – though hopefully this is very much a teething problem so soon after opening.
The July works for travellers tired of the ubiquitous grey, beige and oatmeal tones – and with plans for more July properties in Europe, the amped-up aparthotel trend is showing no sign of stopping.
