Since the announcement, Virginites have been intrigued by the always-cutting-edge Branson’s choice to redevelop an historic space over constructing something new. They are not the least surprised, though, by his decision to open his first hotel in Chicago’s architecturally rich and ever-shi-shi North Loop. One block from the Chicago River and one block from the Magnificent Mile, and neck-in-neck with neighboring hotel greats like Trump Tower, Kimpton’s Monaco and theWit, Chicago’s Virgin Hotel is primly positioned to blow travelers away. (Oy, where to stay when the doors open?)
Virgin has been uber-clear about its commitment to restore and recreate the historic Old Dearborn Bank; though in nearly the same breath, Sir Branson has promised a hotel line that will be “the hippest and most comfortable in any city.” We dig that kind of hotel challenge and are excited to see how it all pans out, especially since Branson is a man who knows how to deliver.