Inside Richard Branson's swanky Virgin Hotels Chicago

British entrepreneur Richard Branson, known for his playful, innovative business style, professed his love for America's heartland while opening the first ever Virgin Hotels property, in Chicago, last year. The art-deco, 26-storey hotel is in the 1928 landmark Old Dearborn Bank Building and inside The Loop, named after the elevated train tracks lassoing the heart of Chicago's pulsing financial district. The 250-room boutique hotel is within walking distance of the Chicago River, Millennium Park, Lake Michigan, a number of museums and the State Street and Michigan Avenue shopping districts.

Guests are greeted at their rooms by red doors warmed by subdued hallway lighting, giving the impression of a sophisticated residential condo building (porcelain dog statues indicate pet-friendly rooms). The "chambers" (below), as they are called, exude an urban vibe with contemporary furnishings and earth-toned textiles punctuated by arctic white and lipstick red accents, including a London Underground sign-themed rug and mini Smeg fridge. The patented Lounge bed-playpen features an ergonomic headboard and corner seat. Soundproof, natural wood sliding doors open on to a "dressing" area of ample wardrobes and a spacious bathroom sporting a make-up vanity and rain shower.

"Yes", as the sole button on the chamber phone says, conveying the staff's commitment to please. Speedy in-room Wi-fi (100 Mbps) is free, as are rides in the cherry red Tesla courtesy car (within a 3km radius of the hotel). Lucy, a free mobile app, helps guests customise their stay by checking them in remotely; registering food preferences; adjusting their chamber's thermostat; requesting amenities; streaming music and movies; and even choosing mini bar contents (M&Ms just US$1). Tucked among the treats is the Lover's Intimacy Kit (US$20 for vibrator, lubricant and condoms). For more high-touch service, head to The Spa (below) or meet friends at the unisex manicure bar and detoxification Hammam steam room (US$15 for day passes).

Absolutely, and not just any old feed! Chef Rebecca LaMalfa, formerly of Chicago's Trenchermen restaurant and a contestant, has just joined the hotel's culinary team, to revamp restaurant and room-service menus. Here to stay is Miss Ricky's (Branson's mum calls him Ricky), dishing up classic American diner food with fanfare. A British red telephone booth, neon red lips and Branson's publicity-stunt clothesline collage of circumcised neckties adorn the restaurant's entrance. LaMalfa recently introduced diner-style specials such as Meatloaf Monday, Taco Tuesday and Fish-fry Friday. Two Zero Three serves locally roasted Bow Truss Coffee and juice bar concoctions by day; global wines and locally sourced cheese-charcuterie boards by night.