Sir Richard Branson celebrated the opening of Virgin Hotels, London Shoreditch by handing out hundreds of prizes.

The founder was seen in front of the hotel with a large red trunk that contained vintage Virgin Record Sleeves, which he handed out to the crowd.

The sleeves contained hundreds of prizes, including stays at the London hotel and hundreds of thousands of Virgin points, which can be redeemed online against hotel stays or Virgin Experiences.

He said: “We’re back where it all began – and doing it the Virgin way.”

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The newly completed hotel features a rooftop restaurant, a private gym, treatment rooms and a rooftop bar. Guests can also find a hi-fi bar, Hidden Groves, inspired by Japanese listening lounges.

Branson added: “It’s a tribute to Virgin’s music roots. We built our name on records – now inside our beautiful new hotel, we’ve built a space where people can enjoy them again.  Who doesn’t remember visiting a Virgin Megastore and listening to music before choosing which album to buy? This is exactly what I wanted to recreate with Hidden Grooves.”

James Bermingham, CEO of Virgin Hotels Collection, said: “Since the hotel opened its doors last August, it has been undergoing a phased transformation and we couldn’t be happier to finally unveil Virgin Hotels London-Shoreditch and officially celebrate our 17th property in the Virgin Hotels Collection.”