Sleek, cheeky, what else did you expect? Virgin’s first hotel opens in Chicago

Sir Richard Branson has always been an outlier, at least among his more conservative corporate brethren. Whether it’s his cheeky Virgin Airlines, jammed with high-tech, in-seat amenities, or the far-out Virgin Galactic, hoping to one day make space tourism as common as a trip to the CN Tower, the billionaire entrepreneur has always forged his own path. His Virgin Hotels, however, have been moving at far less than light speed. Mired in delays, the company’s first property launched this winter in Chicago (where it maintains a gate at O’Hare) intending to lure not just its frequent flyers, but also an inevitable horde of tourists in search of much more than deep-dish pizza and Mag Mile shopping. With plans to open in Nashville and New York in the next two years, the company is also hoping to attract an underserved market: the female business traveller.

The nexus of Chicago’s hotel boom used to be in the Gold Coast historic district. Sure, you’re close to North Michigan Avenue, but it’s not so convenient for theatregoers, Millennium Park visitors or business meetings in the Central Business District, known as the Loop. Virgin’s new property is equidistant from all of the above. The other benefit: You’re a three-minute walk from two Chicago Transit Authority train-line stops, linking you to both O’Hare (Blue Line) and Midway (Orange Line), where Porter flights arrive daily.

Aspirational office workers, hanging out in the Commons Club – the second-floor public space – checking their e-mails and sipping well-made cocktails. Divided into bar, “shag room” (private couches), library and kitchen, this is the place to see lawyers schmoozing clients and couples grabbing a bite before a show.

With the help of the Rockwell Group Europe, the Old Dearborn Bank Building has been restored to its glorious art-deco origins. The 26-storey landmark retains its ornate brass elevator doors and 1920s oak cigar bar (now a reception desk), where checking in is as easy as sending a photo on Snapchat, thanks to a large-screen tablet. Rooms are thoughtfully designed with sliding wooden doors embedded with a peephole, allowing you to divide the space but also to see room service from a secure distance. My wife liked having a yoga mat – to use in the ample gym upstairs – comfy robes and a lighted mirror with a makeup table large enough to play mah-jong on. I fancied the bed with a built-in corner seat at the foot, allowing for a comfy place to read.