Designing Boldly: Virgin Hotel Shoreditch

When Virgin Hotels revealed plans for their London debut at 45 Curtain Road in Shoreditch, it was clear this wouldn’t be a conventional hotel renovation. Known for their boldness, playfulness, and distinctly unorthodox approach, Virgin set out to transform the former Mondrian Hotel into a property that mirrored the creative heartbeat of Shoreditch—infused with the unmistakable Virgin spirit.

The Shoreditch Dining Table and Lounge Chair make a power duo—bold in form, rich in material, and unapologetically stylish.

Design That Speaks Volumes

This wasn’t merely the opening of another hotel—it was a statement. Nestled in one of London’s most vibrant, expressive neighbourhoods, Virgin Hotel’s interiors aimed to reflect Shoreditch’s raw charm and edgy glamour. Every detail needed to resonate with the area’s character and Virgin’s inimitable voice.

Creating Furniture That Lives Up to the Bold Vision

Inside Out Contracts was brought on board as the furniture designer and manufacturer, tasked with producing six bespoke pieces that would complement and enhance the interior design vision already underway. Collaborating closely with Virgin Hotels and their appointed interior design team, Inside Out’s role was to translate bold, creative direction into tangible, high-quality furniture.

Senior Designer at Inside Out Contracts said:

“This project was a masterclass in collaborative design. Virgin’s interior design team had a clear creative direction, and our role was to take that vision and translate it into furniture that looked as bold as it felt—while still performing in a high-traffic hospitality setting.”

Custom-designed furniture created exclusively for Virgin Hotel Shoreditch—each piece bursting with personality, attitude, and unmistakable style to match a brand that doesn’t play by the rules.

The brief was clear: deliver furniture that captured Virgin’s appetite for texture, contrast, and irreverent charm. Each piece needed to be original, characterful, and seamlessly aligned with a broader design narrative defined by personality and edge.

Collaborative Design Meets Material-Led Storytelling

Working in close collaboration with the client and their design team, Inside Out’s designers developed a range of custom pieces tailored specifically to the Shoreditch location. Among the standout creations were Rosewood and Maple Burr lounge tables, finished with bullnose edges and layered warm veneers that brought a sense of natural texture and depth to the lounge areas.

A row of Shoreditch Statement Chairs in vivid Sangria red 

A Verde Rajasthan marble table, honed to a silky matte finish, introduced a cool, refined contrast to the rich palette of materials throughout the space. The Shoreditch Statement Chairs—fully upholstered in a saturated Sangria red hue—offered a perfect example of striking aesthetic, comfort, and durability.

Senior Designer at Inside Out Contracts explains:

“We worked with a palette of really expressive materials—rosewood, maple burr, Verde Rajasthan marble. The goal was to enhance texture and contrast, and make each piece feel like it belonged in a space full of personality. That’s where materiality does the heavy lifting.”

The Shoreditch Lounge Chairs bring bold personality to the room—combining curvaceous comfort with confident style. Designed to stand out and built to last, they’re as inviting as they are iconic.

Each item was created with hospitality-grade resilience, ensuring that the pieces would maintain their form and impact over time in a busy hotel setting.

Smart Solutions even Under Pressure

Due to tight lead times, the client was unable to review physical samples before production. To ensure transparency and maintain alignment throughout the process, Inside Out provided regular photo/video updates at every stage of production, offering visual reassurance and clear communication.

The Rocksteady Table takes shape in the workshop, showcasing its bold surface and solid stone craftsmanship—built to bring attitude, rhythm, and durability to Virgin Hotel Shoreditch

Additionally, Inside Out’s material expertise proved especially valuable when it came to budget management. The veneer initially specified for the hotel’s wall panelling and cabinetry exceeded the project’s budget. Inside Out recommended using the same rosewood and maple burr veneer already specified for the furniture,  reducing the project costs, but also creating a seamless design flow between the joinery and furnishings—ultimately exceeding the client’s expectations both aesthetically and financially.

The Rocksteady Table in its element—tucked among vintage vinyl, warm wood tones, and playful pops of colour—bringing rhythm, texture, and a hit of rock ‘n’ roll energy.

Sales Director Justin Harrison at Inside Out adds:

“Designing for hotels is always about finding the perfect blend between aesthetics and performance. Every curve, fabric, or finish has to be beautiful—but it also has to survive hundreds of guests every week.”

Design That Dares and Leaves an Impression

The result is an interior that exudes Virgin’s cheeky confidence and infectious energy. While Inside Out Contracts played one part in a larger transformation, their bespoke furniture is integral to the overall atmosphere—bringing texture, character, and personality to key spaces throughout the hotel.

Sales Director Justin Harrison reflects:

“Virgin Hotels doesn’t play it safe, and that’s what made this project exciting. We weren’t just designing furniture—we were helping create an experience that reflects Virgin’s cheeky, confident DNA.”

It stands as a testament to the power of collaborative design, material expertise, and thoughtful manufacturing. Great furniture doesn’t just fill a room—it helps tell the story.

A feast for the eyes—and the perfect spot for eating, drinking, and laughing with friends. With Shoreditch chairs, Rocksteady tables, and walls of vinyl, this space serves up serious style with a side of good times.

Inside Out Contracts continues to demonstrate that their work is more than functional. It’s a vital part of bringing ambitious design visions to life.

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