Aparthotels Rise in London – Experience the New Boutique Living Trend
A New Era in Hospitality: The Rise of the Aparthotel
The term "home away from home" often grates on me. If I wanted to be at home, I would stay there—surrounded by familiar corners, half-finished DIY projects, and messy bookshelves. Traveling is about stepping into something curated, unfamiliar, and dare I say, aspirational. It's about feeling like you're not at home. This philosophy has led to the rise of a unique hospitality concept: the aparthotel.
Aparthotels straddle the line between serviced apartments and boutique hideaways, offering a blend of concierge service and self-sufficiency. They are fast becoming a major trend in the luxury accommodation market. According to real estate firm Savills, London is set to become Europe’s largest "serviced apartment" market by 2025, with supply expected to grow by 21 percent. This shift reflects a growing demand for spaces that offer both comfort and convenience.
One of the latest additions to this market is The July, an aparthotel located in Victoria, a neighborhood more known for its office blocks and transport hubs than for being a hip destination. However, The July brings a fresh energy to the area, offering a polished mix of Scandinavian restraint and urban flair. It follows the successful model of sister properties in Amsterdam and is a welcome addition to a part of London that has long needed a touch of style.
A Space Designed for Connection
What sets The July apart is its ability to create a sense of place while maintaining a modern, uncluttered aesthetic. The light-filled lobby features muted tones with subtle Art Deco influences, complemented by bold primary colors in lamps, artwork, and carpets. The atmosphere is charming but laidback, with no hint of stuffiness. The open-plan ground floor includes a long wooden table ideal for co-working, leading into a bar-restaurant space that exudes warmth and vibrancy.
Above the restaurant, an enchanting mural by artist Eliza Downes stretches across the ceiling in pastel shades, adding a whimsical touch to the interiors. The design is deeply Instagrammable, drawing inspiration from places like Soho House and The Hoxton. Elements such as plants hanging from shelves and plush velvet in jewel tones contribute to a lively yet sophisticated ambiance.
The Aparthotel Experience
The 144 rooms at The July embody the aparthotel ethos, blending modernity with retro charm. Each room features sleek, uncluttered spaces with cool splashes of vintage design, such as a yellow rotary phone and patterned lampshades. The kitchen, wrapped in oak, is fully equipped for those who want to cook for themselves, complete with pots, pans, utensils, and even olive oil. These kitchens were designed in collaboration with Fettle, a design studio known for its work on hospitality hotspots across London, Los Angeles, and Paris.
The bathrooms reflect a thoughtful approach to design, featuring Edwardian-style basins on exposed metal stands and tiled walls inspired by Lutyens' flats nearby. The beds are supremely comfortable, offering a far superior experience than many business travelers might encounter elsewhere in the city.
A Wellness-Focused Stay
Beyond the rooms, The July offers a small gym with a standout feature: an electric sauna. This isn't your typical spa setup; it's a relaxed space where guests can easily fit in some relaxation without disrupting their plans. The wellness-focused amenities add another layer to the aparthotel experience, making it appealing to both leisure and business travelers.
Dining with a View
On the ground floor, The Idler restaurant brings a sense of place to the property. Start with a cocktail, such as an old fashioned made with coconut rum, at the marble-topped bar. Then, move to the banquette and watch the chefs at work as you enjoy a menu that blends British and Mediterranean flavors. Highlights include a smoky, silk-textured Sicilian aubergine served with green salsa and a lamb rump paired with a carrot and rocket pesto. For dessert, the charred peaches with honeycomb ice cream and lemon balm make for a perfect ending to the meal.
While The Idler was somewhat quiet during my visit, this may simply be a teething problem after its recent opening.
The Future of Aparthotels
The July caters to travelers looking for something beyond the ubiquitous grey, beige, and oatmeal tones often found in traditional hotels. With plans for more July properties across Europe, the aparthotel trend shows no signs of slowing down. Whether you're seeking a stylish retreat or a functional base for exploring the city, The July offers a compelling alternative to conventional hotel stays.
For those interested in booking, rooms at The July start from £249. To learn more and make a reservation, visit thejuly.co.
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