Roast to open restaurant at Virgin Hotels London-Shoreditch

Roast, the Borough Market restaurant known for championing seasonal produce and market-fresh ingredients, is set to open its second London restaurant at Virgin Hotels London-Shoreditch.

Roast Shoreditch will build on more than two decades of operation at Borough Market, bringing its distinctive approach to modern British dining to one of London’s most creative neighbourhoods. The new 135-cover restaurant will offer all-day dining, from breakfast and leisurely brunches to long lunches, afternoon tea and dinner, alongside its signature Sunday roast.

At the heart of the menu will be Roast’s longstanding commitment to British produce, with trusted farmers, growers and artisan suppliers providing ingredients for dishes that evolve with the seasons. A thoughtfully curated wine list and expertly crafted cocktails will complement the menu.

The concept pays tribute to Shoreditch’s lesser-known horticultural history and its enduring connection to nearby Columbia Road Flower Market. London design agency 3Stories has reimagined Roast for East London as a contemporary, Victorian-inspired urban conservatory. Rather than recreate Borough Market, the design draws on the neighbourhood’s character, with decorative ironwork, botanical detailing and layered planting referencing its horticultural past, while timber, marble, brass and antique mirrors carry over the warmth of the original. The space encompasses the main restaurant and bar, a light-filled orangery and a chef’s table.

3Stories has also evolved the Roast identity for Shoreditch, drawing on Curtain Road, named after The Curtain, an Elizabethan playhouse in Shakespeare’s London. A Harlequin emblem now sits within the identity as a nod to that history and a marker for the Shoreditch restaurant.