Virgin Hotels

With a brand that stretches as far as space, the English business magnate cut the ribbon on his newest venture here in Louisiana.

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Sir Richard Branson's Virgin Group extends worldwide––this summer, the English entrepreneur, author, and philanthropist even added astronaut to his resumé when he became the first person to travel to space aboard a rocket which he helped fund. Now, he's leaving a mark on New Orleans, too, by opening a branch of Virgin Hotels in the heart of the Central Business District on Baronne Street. 

"I'm very proud of what the team has done," Branson told a small group of journalists at a press conference prior to the band performance and ribbon cutting on October 7. "Everything that one could possibly dream of in a hotel, the team's done it, and done it right." 

Even just stepping into the lobby, the new hotel exudes Virgin's signature sleek, contemporary luxury; with elements of Southern warmth and hospitality and New Orleans' unique artful whimsy abounding, as well. New Orleans design firm Logan Killen Interiors partnered with Virgin's in-house design team on the massive project, which includes abundant communal spaces like a cocktail lounge, a thirteenth-floor club called Dreamboat that already has favorite New Orleans acts such as Boyfriend on the books, the Funny Library Coffee Shop, a rooftop pool with accompanying restaurant and bar, and the Commons Club––a three-part restaurant/hangout with kitchen helmed by local Chef Alex Harrell. And then, of course, there are 238 "Chambers": rooms and suites ranging in size from 294 square feet to the 1,097-square foot "Richard's Penthouse Flat" which boasts floor-to-ceiling windows overlooking downtown.

Nods to New Orleans' surrounding art scene are peppered throughout the common areas, including statement table and chairs by local artist Jane Talton, and commissioned pieces including a collage poster of Richard Branson and an abstract painting by Ansley Givhan. 

"If you think about the people of this city that I've encountered over the last twenty-five, twenty-six years, there is an authenticity, there is a sincerity around welcoming and taking care of each other," said  Chief Executive Officer of Virgin Hotels James Bermingham, when asked by Country Roads about how he and Branson hope Virgin's presence will contribute to the unique hospitality culture of New Orleans. "The food scene is just amazing. The music scene is best in the world. And those are all attributes that resonate so well with Virgin Hotels. So we are so at home, and we've only been open for a few weeks, but honestly, this community has embraced us wholeheartedly. We're super excited."

Known for his advocacy regarding social justice issues like capital punishment, Branson was asked how he intends to contribute to the many particular needs of the New Orleans Community. "I hope we'll play good parts in the community," Branson said. "Some of our bigger global issues that we're fighting on, I think will benefit people in this community––like criminal justice reform, drug reform. We have capital punishment, and other issues that we're fighting on. I think they're relevant and relevant here as well. We'll be speaking out on those kinds of issues."

For all of his endeavors, the casual humor and charisma that have led Branson to stand out from other billionaires shone throughout the event. In one particularly humorous instance, after leading the St. Augustine Marching 100 to the front of the hotel dressed in full band uniform, Branson asked them to give themselves a sort of round of applause by blowing a trumpet, which was met with silence. "Come on, you're allowed to!" Branson implored of the band. "Can their boss tell them to blow the trumpet, once?" Branson asked. Again, the band was silent. "No, they're still not going to do it, alright," Branson laughed. "If there's a war, I want you to be with your boss, on my side." 

For more information on booking a stay at Virgin Hotels, or to learn about the many offerings at the communal spaces like Dreamboat and the Commons Club, visit virginhotels.com/new-orleans.