From cell phones to airlines, Virgin has taken the market by storm. Sir Richard Branson's next move starts right here in Chicago with the opening of the first Virgin Hotel. In the heart of The Loop, Virgin has transformed the ornate Dearborn Bank building into a mecca for today's business travelers. With lots of amenities, including a rooftop bar and a full restaurant, they promise a truly customizable experience for their guests. With Virgin Hotel Nashville and Virgin Hotel New York in the works, it will be really exciting to see how Chicago grows as the basis for this new brand.