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You heard us correctly, Richard Branson has started Virgin Hotels, The Virgin Group's newest venture in hospitality. Though Virgin Hotels plans to open 5 more locations in U.S. cities in the next five years, the first will be in the Old Dearborn Bank Building at Lake and Wabash (between theWit and the Trump) which will open in fall of 2013.
The 27-story 250-room hotel, we assume will have mood lighting and red carpets and great room service, gift shops and digital shopping similarly found on the fleet of aircraft. Known for their fresh tongue-in-cheek taglines, Virgin Group has come up with the freshest of the fresh for Virgin Hotels: "Fancy getting into bed with Virgin?"
· Virgin Hotels [Official Site]
· VirginHotel's First Location Will be Chicago [Hotel Chatter]