The July, Vauxhall Bridge Road 

The July London Victoria is an aparthotel that merges the charm of a boutique hotel with the comforts and amenities of a luxury apartment. Located at 268-282 Vauxhall Bridge Road in a prime central London setting, the eight-storey development includes 114 serviced apartments and two exclusive residential units, each featuring fully equipped kitchens, dedicated workspaces, and welcoming living areas designed for both short- and long-term stays.

The July entrusted Studio Moren with their vision to create a bold and aspirational presence that enhances the building’s appeal and uplifts the surrounding neighbourhood. Studio Moren developed several façade studies, supported by physical models, allowing for a thorough exploration of design options and a well-informed final decision.

The resulting main façade, fronting Vauxhall Bridge Road, introduces an elegant arcade of two-storey arches at the lower levels, creating a visually striking and publicly engaging street frontage. The design references the proportions and materiality of local historic buildings, strengthening the connection between the aparthotel and its context. Modernity is expressed through varied brickwork patterns and tones; alongside deep window reveals that lend richness and depth to the façade.

By specifying high-performance materials, conducting comparative assessments of their properties, and incorporating biodiverse green roofs, the development has achieved a BREEAM ‘Excellent’ rating, demonstrating its commitment to sustainability and energy efficiency.