Virgin Hotels, the hospitality brand within Sir Richard Branson’s Virgin Group, has finally opened its first hotel in Chicago.

The new brand aims to attract young, creative, connected travelers with the promise of free Wifi, flexible check-in and check-out times and a nightly ‘social hour’ at the two-story bar.

Located in the heart of the city’s Loop district, the hotel has transformed Old Dearborn Bank Building, a Chicago Art Deco landmark, into a 250-room property that includes 40 1-bedroom suites and 2 Penthouse Suites.

The brand concept is to move away from traditional hotel models and eliminate surcharges like early check-in and late check-out fees, room service delivery charges, business center transactions and Wifi fees.

Rooms are also divided into two spaces by sliding doors to give guests the sense of living in a small apartment: the dressing room includes a vanity shower and closet, while the living space includes a mini-fridge, TV, swivel-table and chair.

Beds are ergonomically designed to allow business travelers to set up shop and allow guests to comfortably watch a movie from their laptop.

At the heart of Virgin Hotels Chicago is The Commons Club (pictured above), which will host a nightly Social Hour and international menu.

A second Virgin Hotels is planned for Nashville next summer, while a third property is scheduled to open in New York in 2017.