Marking a decade in hospitality design, London– and LA-based interior architecture studio, Fettle, unveil their latest work in collaboration with Amsterdam-born apartment-hotel brand The July. Hot on the heels of BOAT&CO and The July — Twenty Eight, in the Dutch capital, this new opening in London’s Victoria is the brand’s first UK outpost; one that welcomes both the city’s day-trippers and long-term guests with matching gusto.
Designing everything from the guest rooms and public spaces to two residential apartments and the basement wellness suite, Fettle collaborated closely with The July’s in-house team and Studio Moren on a project that merges Art Deco influences with residential comfort. The studio’s signature refined approach — seen in past projects we’ve admired — is once again on full display.



Drawing from the neighbourhood’s historic architecture, Fettle infused the interiors with 1930s-inspired furniture, soft lighting, and bold materials that nod to local Deco heritage. The lobby leads through to The Idler, a ground floor restaurant and bar open to locals and guests, where a wraparound marble counter and bespoke stools set the tone beneath a striking ceiling mural created in collaboration with artist Eliza Downes. A deli provides a grab-and-go offering for those in motion.
Upstairs, guest rooms imbue quiet luxury with colourful, comfortable furnishings, oak joinery that integrates full kitchens, and tiled bathrooms inspired by Lutyens’ Page Street design nearby. The palette is a mix of refined greens, marbles, recycled terrazzo and textured glass, and tied closely to the neighbouring royal parks and The July’s sustainability ethos.
“This is our first project for The July, and the brand’s first apartment-hotel in their expansion across Europe,” says Andy Goodwin, co-founder and creative director of Fettle. “The design needed to reflect The July’s brand values, such as flexibility and comfort, and be built around a narrative that highlighted the local area and its history.”
With co-working spaces, a wellness suite and thoughtful residential detailing throughout, The July Victoria blends hotel polish with the comforting feeling of home-from-home in very heart of the UK capital.
@thejulyhotels
@fettledesig
@studio_moren

















The July London Photography, Helen Cathcart.