The July Lands in London: Studio Moren Unveils Contemporary Aparthotel in Victoria

Leading hospitality architecture and design practice Studio Moren celebrates the launch of The July London Victoria, accommodating 116 keys, consisting of 114 aparthotel studio rooms, a 2-bed apartment, and a 3-bed apartment. Its opening marks the UK debut of Amsterdam-based hospitality brand The July. This represents another milestone for Studio Moren in bringing international hospitality brands to the capital, following successful London launches for global names such as Shangri-La, Westin, Park Hyatt, and Hyde.

True to The July team’s ethos of looking to a hotel’s surroundings to inform its design, Studio Moren’s architects drew inspiration from the rhythm and materiality of the surrounding Victoria and Westminster context, while introducing a contemporary sensibility that signals the building’s new role as a lively, design-led destination. Influenced further by the area’s art deco later heritage – the main façade features an elegant arcade of two-storey arches at street level, creating a visually engaging and welcoming frontage. A balance of modernity is expressed through varied brickwork patterns, tonal contrasts, and deep window reveals, adding richness and depth while maintaining a strong connection to the local architectural language.

This distinctive project has transformed a constrained urban site – once home to a disjointed, terraced 1960s office and budget hotel – into a vibrant destination. Studio Moren, appointed as planning and delivery architects, was entrusted to realise a bold and aspirational vision for The July: to create a standout presence that uplifts the London Victoria neighbourhood. The July London Victoria not only enriches its surroundings but also sets a new benchmark for flexible, extended-stay urban accommodation in one of the city’s most connected areas.

Blending the charm of a boutique hotel with the comforts of a luxury apartment, The July London Victoria’s apartments comprise fully equipped kitchens, dedicated workspaces, and welcoming living areas designed for both short and long-term stays. Amenities include a wellness area, co-working space, a public restaurant and bar, all tailored to meet the needs of digital nomads, business travellers, families, and long-stay residents.

Sustainability has been embedded from the outset: the development has achieved a BREEAM ‘Excellent’ rating, thanks to the use of high-performance materials, comparative assessments of building systems, and the integration of biodiverse green roofs and energy-efficient technologies such as air source heat pumps and high-performance glazing.

Alongside the base build and façade redevelopment, the team also took on the complex task of coordinating the wider design team, ensuring that design was integrated with care and precision into a cohesive whole. Fettle’s interiors feature a warm, contemporary palette with subtle nods to the local theatre district, reinforcing the building’s sense of place and cultural connection.

Mark Wood, Partner at Studio Moren said: 

“The July London Victoria reflects our commitment to delivering sustainable, high-quality architecture that meets the evolving needs of modern travellers. This project responds to its context with sensitivity and clarity, demonstrating how high-quality hospitality models can activate underutilised sites and contribute meaningfully to urban regeneration.”

Farran Keenan, Senior Architect at Studio Moren, adds, 

“We have created something that feels joyful, thoughtful and enduring. It was a real privilege to help shape a building that responds so sensitively to its context while offering something genuinely new for London’s hospitality landscape.”