The July London Victoria

The July, an Amsterdam-based lifestyle brand, opened its first UK property near Victoria Station in June 2025, converting two townhouses and two office buildings into a 114-unit aparthotel with Fettle-designed interiors and an all-day restaurant, The Idler.

The place

The property sits about five minutes' walk from Victoria Station in London's Victoria district, converted from two townhouses and two office buildings — a new-to-hotel-use conversion.

The concept

The July describes itself as neither a conventional hotel nor a simple serviced-apartment block, a hybrid short-and-long-stay format also applied by this guide to room2 York, Micklegate York and Wilde Aparthotel Oxford. Designed by London and LA-based studio Fettle, the interiors lean on Art Deco-inspired detailing, recycled materials — oak, recycled-timber terrazzo, textured glass block — and a palette drawn from the neighboring royal parks, alongside BREEAM Excellent certification. It is the brand's first UK property.

Dining & wellness

The Idler, an all-day restaurant led by chef Jay Campbell, serves modern British dishes with Mediterranean influences. The building also includes a gym, sauna, cold room, coworking spaces and a deli, with the bar, restaurant and event spaces open to the local community rather than guests only.