London’s design scene just got a creative upgrade. This autumn, The July London Victoria launches Unlocked by, a limited-time collaboration with Semaine and Studio.Semaine that invites guests into the personal worlds of three of London’s most exciting tastemakers.
Launching November 2025, Unlocked by transforms select guest rooms into immersive, design-led spaces curated by chef Ellie Bouhadana (Ellie’s Table), audio designer Shivas Howard-Brown (Friendly Pressure) and literary curator Gemma Janes (Sendb00ks). Each room reflects its creator’s craft, turning the apartment-hotel’s stylish interiors into an intimate creative retreat.
Beyond a Hotel: Inside The July’s “Unlocked by” Concept
Known for its refined Art Deco-inspired interiors and community-minded ethos, The July London Victoria has redefined the apartment-hotel model. With Unlocked by, the hotel takes its philosophy a step further, giving guests rare access to the inner worlds of London’s cultural voices.
“We’ve always believed in creating spaces where guests can seamlessly transition between work, rest and play,” says Simika Nayyar, Marketing Director at The July. “Unlocked by layers personal stories onto our rooms, letting guests peek behind the curtain of how people really live — not just stay.”
A competition period runs from 15 October to 1 November 2025, giving followers of @thejulyhotels a chance to win a complimentary stay in one of the Tastemaker rooms. After that, the curated stays will be bookable at thejuly.com from 10 November to 15 December 2025.
The Tastemakers & Their Worlds
Known for her sun-soaked Mediterranean cooking at Ellie’s Table, Ellie transforms her room into a sensory culinary space. Guests are greeted with a curated hamper featuring artisanal olive oil, anchovies, pickles and chocolates — alongside a recipe card by Ellie to encourage hands-on cooking using the in-room kitchen.
Expect cookware from Our Place, bespoke ceramics by Four, and vintage linens, making this stay perfect for food lovers who see the kitchen as a place of connection and creativity.
Founder of London-based Friendly Pressure, Shivas turns his apartment into a sonic sanctuary. Guests can experience a fully immersive soundscape powered by custom Friendly Pressure loudspeakers, a record player and curated vinyl selection, plus a bespoke playlist handpicked by Shivas himself.
Soft seating encourages guests to feel the rhythm underfoot, while cocktails and olives make it the ultimate spot for late-night unwinding.
Curator and founder of Sendb00ks, Gemma invites guests into a cosy, literature-filled hideaway. Her room includes a handpicked library of 14 titles, with a focus on female authors and London voices, displayed with vintage bookends and a hand-sourced reading lamp.
Guests can unwind with a pot of tea, a sweet treat, and handwritten postcards detailing Gemma’s personal reading rituals — transforming quiet time into an act of self-care.
Every Unlocked by stay includes bespoke design details: embroidered bathrobes in each Tastemaker’s signature colour, custom “Do Not Disturb” tags, and a guest directory featuring the creators’ favourite London haunts. Guests will also receive a parting gift inspired by their Tastemaker’s world — a lasting memento of a one-of-a-kind stay.
How to Book
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Competition Period: 15 October – 1 November 2025
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Bookable Dates: 10 November – 15 December 2025
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Rates: From £300 per night (room only)
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Includes: All curated elements, guest directory, and parting gift
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Reservations: www.thejuly.com
For design lovers, cultural explorers and those seeking a stay with soul, Unlocked by at The July London Victoria is a fresh, thoughtful twist on the London hotel experience. More than just a night away — it’s an invitation to step inside the creative lives shaping the city right now.
