MIAMI — Virgin Hotels has announced plans to open and operate a new hotel in Miami in 2023.

Virgin Hotels Miami will be managed by Virgin Hotels, the lifestyle hotel brand by Virgin Group founder Sir Richard Branson. The hotel is slated to break ground in 2020.

The 40-storey new-build will have 250 rooms, a spa, 15,000+ square feet of meeting and event space and multiple dining and drinking outlets, including the brand’s culinary experience Commons Club, a restaurant, bar and modern social club; a beer garden live music venue; and Funny Library Coffee Shop, a communal work space with an assortment of books and games.

The hotel will also feature a three-storey terraced rooftop complete with pool, lounge, and event space, all designed to feel like a rooftop conservatory. Virgin Hotels’ ‘No Nickel and Diming’ policy includes street-priced minibars, free WiFi, and zero resort fees, urban fees or amenity fees.

With a location in the heart of Downtown Miami’s Financial District, the hotel will be located at 1040 S. Miami Avenue in the Brickell neighbourhood. Virgin Hotels Miami will also be steps away from Brickell City Centre, a US$1.05 billion shopping and mixed-use project in development.

“I’m personally very passionate about this property, as it brings Virgin Hotels into a city that holds a great deal of significance for us. In addition to being my home, Miami is the headquarters of Virgin Hotels, so this is a milestone that has been a long time coming,” says Virgin Hotels CEO Raul Leal. “Miami is one of our nation’s premier vacation and nightlife destinations and a major cultural hub. Our team cannot wait to make our mark here by bringing the Virgin Hotels experience to this lively city.”

The development is planning to incorporate a car elevator system for valet parking as a nod to the future of transportation and to maximize the space available for amenity, entertainment and office uses.

Tapping into Virgin Group’s commitment to sustainability, the project will also seek green building certifications, aiming to be one of the healthiest and lowest carbon consuming hotels.

The development will incorporate a residential component operated by Blue Jay Capital with 15 floors of furnished residential spaces consisting of 150 micro units and co-living units. All residents will have access to Virgin Hotels Miami common spaces and amenities, and the design will be inspired by the signature Virgin Hotels look.

With micro units under 400 square-feet and three to four-bedroom co-living units, this project marks Virgin Hotels’ foray into mixed use residential.

“Headquartered in Miami, Virgin Hotels joins a growing list of Virgin Group’s investment in Greater Miami including Virgin Trains and Virgin Voyages,” notes William D. Talbert, III, CDME, President & CEO, GMCVB. “Our destination offers one of the most dynamic hotel markets in the world and we are proud Virgin Hotels has chosen Greater Miami as their entryway into the Florida market.”

The property joins Virgin Hotels’ rapidly growing portfolio, which already includes Virgin Hotels Chicago, Virgin Hotels San Francisco, and Virgin Hotels Dallas, opening later this year.

Meanwhile the brand has broken ground on four locations: New York, Nashville, New Orleans and Edinburgh.

Forthcoming hotels have also been announced in Palm Springs and Silicon Valley, including the newest acquisition, the Hard Rock Hotel & Casino Las Vegas which will be converted to Virgin Hotels in later 2020.