The July: London’s newest boutique aparthotel taps into the ‘home away from home’ trend

Aparthotels are booming, and London is poised to lead Europe’s serviced-apartment market, a trend that The July embodies as it opens in Victoria. Real estate advisory Savills has projected that London will be Europe’s largest serviced-apartment market by 2025, with supply rising about 21 percent in the near term. The July represents the latest signal that travelers want more than a bed and a desk but less formality than a full-scale hotel stay. It sits at the crossroads of a serviced apartment and a boutique hideaway, aiming to deliver concierge service, a kitchen, and a sense of place in one package.

Named The July, the property blends Scandinavian restraint with urban flair, following in the footsteps of sister properties in Amsterdam. It marks a notable addition to Victoria, a neighbourhood more known for its office blocks and transport hubs than for nightlife. Yet the location benefits from standout connectivity: Knightsbridge glamour or Soho cool can be reached in under 15 minutes by public transport or taxi, helping guests balance city exploration with a comfortable, home-like base. Inside, the design ethos is equally deliberate, with a lobby that leans into light-filled, muted tones and Art Deco nods. Bold primary colours in lamps, artwork and carpets provide a warm, Instagrammable backdrop, while a long wooden table on the ground floor suggests spaces for casual meetings or co-working. The reception area is staffed in a relaxed, unpretentious manner, setting a tone that avoids the stuffiness sometimes associated with luxury hospitality. The ground-floor layout flows into a bar-restaurant area, and above the space, an enchanting ceiling mural by Eliza Downes adds a note of whimsy to the otherwise restrained palette.

The core of The July’s appeal lies in the apartment concept. The property comprises 144 spaces that aim to feel uncluttered and modern while nodding to a past era through retro touches—think a yellow rotary phone and patterned lampshades that wink at mid-century design. Yet the emphasis remains firmly on practicality: each unit includes a fully equipped kitchen, wrapped in warm oak, with pots, pans and utensils ready for guests who prefer to cook. In the bathroom, Edwardian-style basins on exposed metal stands sit against tile work inspired by the distinctive chessboard render of nearby Page Street’s flats, a detail that anchors the design in local character. Beds are described as exceptionally comfortable, and the apartments are laid out to feel more like living rooms than hotel rooms, a deliberate choice for travelers who might be in the city for longer stays or who value a sense of home after a day of meetings or sightseeing.

The property’s small gym is described as a bright, efficient space, featuring an electric sauna that offers a quick recharge between plans rather than a full spa detour. The setup reflects an intent to accommodate both work and leisure without forcing guests into a rigid schedule. The kitchen is not merely a showroom—it's functional for guests who want to prepare meals, entertain a few friends, or simply enjoy a quiet moment in the city. The idea is to blend the ease of a serviced apartment with the conveniences of a boutique hotel, providing a flexible hospitality footprint that can adapt to different types of stays.

On the ground floor, The Idler restaurant provides a tangible sense of place and a social anchor for guests and visitors alike. A cocktail at a marble-topped bar can be followed by a stroll across wooden parquet floors to a dining area where the chefs are visible at work. The short menu leans British-Mediterranean in tone, delivering both comfort and a touch of culinary craft. Highlights include a smoky, silk-textured Sicilian aubergine served with green salsa and a lamb rump with a carrot and rocket pesto. To finish, peaches warmed and glazed with honeycomb ice cream and lemon balm offer a bright, dessert-forward close to the meal. The on-site dining concept is designed to be a social hub as well as a practical option for guests who want to stay in rather than venture out after a long day.

Not all feedback has been uniformly glowing in the early days. The Idler’s quiet energy during a recent visit highlighted the teething issues that often accompany new hotel openings. Staff coordination and service tempo can lag slightly at first, and guests may encounter moments of uncertainty as teams settle into routines. Such early-stage hiccups are not unusual for a property trying to carve out a distinct niche in a bustling market, and operators typically adapt quickly as teams gain familiarity with the space and the flow of guests.

Prices for rooms at The July start from 249 pounds per night, with booking details available at thejuly.com. The property’s positioning—an accessible luxury option that combines the comforts of a home with the amenities of a boutique hotel—reflects a broader trend in London and Europe toward flexible, design-forward accommodations. The July’s opening signals that the amped-up aparthotel model remains a continuing growth story for urban hospitality, with more July-branded properties already in the pipeline for Europe.

For travelers who want a stylish, city-centered base that can flex between work and leisure, The July offers a profile that sits between a serviced apartment and a hotel. Built around a spacious, design-conscious blueprint and anchored by a restaurant and a practical kitchen, it embodies a modern hospitality philosophy that prioritizes comfort, shared spaces, and a sense of place in one of London’s most connected corridors. As London continues to attract both short stays and longer city pauses, the aparthotel model is likely to remain a key part of the city’s hospitality mix.