Virgin Hotels has opened the doors to its third property.
The 268-room Dallas hotel has two penthouse suites, a rooftop terrace with a pool and 1,439 sqm of meeting and event space. All rooms are described as suites, and have a sliding door to create separate spaces.
A courtyard area called The Adult Playground has a fire pit, hot tub and bar.
The hotel is located in the Texan city’s Design District, home to various furniture and design shops, art galleries and museums.
The property is owned by Dallas-based developer Bill Hutchinson and operated by Virgin.
The Virgin Hotels brand was launched by Sir Richard Branson as part of the Virgin Group in 2010.
So far there are only three properties, with the others in Chicago and San Francisco.
Next year openings are planned for Nashville, New York and Las Vegas, with New Orleans, Edinburgh, Miami and Palm Springs following after.
“I’ve always had so much fun visiting Dallas, so I’m thrilled that Virgin will have a home in this exciting city.
“Our hotel in the Dallas Design District will have all the signature features of a Virgin Hotels including the Commons Club, our beautiful Chambers and my personal favourite, the Yes button.
“But I think I’m most excited to take a dip in our wonderful rooftop pool.”
It was recently announced that Branson’s Virgin Group would retain a 51 per cent controlling stake in airline Virgin Atlantic, rather than sell a 31 per cent stake in the carrier to Air France KLM as had been proposed.
Next year the group plans to launch its first cruise packages through Virgin Voyages.