The July Victoria
by Studio Moren
& Fettle Design

Studio Moren & Fettle Design have completed The July, Victoria, the first London aparthotel for the Amsterdam born brand, introducing a new hospitality destination that blends residential comfort with hotel amenities. Located along Vauxhall Bridge Road, the development brings together 114 studio apartments and two larger residential suites within a refined red brick building that responds sensitively to its varied urban surroundings.

Studio Moren & Fettle Design was tasked with transforming a previously fragmented streetscape into a cohesive architectural presence. Drawing inspiration from the area’s rich context, the design references nearby landmarks such as Apollo Victoria Theatre and Westminster Cathedral, subtly interpreting Art Deco influences through proportion, rhythm and sculptural detailing. The resulting façade features carefully crafted masonry arches, deep window reveals and tonal brick variation, creating a dynamic exterior that evolves with changing light.

The architectural language extends seamlessly into the interiors, reinforcing a cohesive identity throughout the building. Studio Moren & Fettle Design prioritised an inviting arrival experience, with ground floor spaces designed to welcome both guests and the local community. Double height arches create an open interface with the street, leading into a series of social and public areas that reflect the brand’s hospitality led ethos.

Architect: Studio Moren

Interior Designer: Fettle Design

Hotel Group: The July

Construction: Gilbert Ash

Photography: The July