Virgin Media, London

And, now for something really different!  Travelling to one of the most successful city centre shopping developments, Westfield London, we find our next retail design concept shining brightly.

Fresh, fun, funky, fabulous all great words to describe a great new outlet from a great British brand.  It’s bold, bright and stands head and shoulders above the rest of its competitors.  A visual synthesis of digital technology and traditional bricks and mortar, Virgin delivers a store with presence and a unique approach to media retailing!

‘Our house’ bases itself on a home, any home, your home.  Designers, Allen International, have used a combination of clever graphics, digital imagery and some very large props to create the 3D vision.  Before you even enter the store you are confronted with a brick wall, street lamp, gable end, beams and red windows - yes, red windows.  An enormous HD digital front door opens and various life size characters greet you.  Some are famous, like Richard Branson and David Tennant, and others less so, like a penguin.

Inside, the theme continues and is all about ambience – not forgetting the very latest cutting edge technology.  Very little product is on display.  It’s all about the brand experience.  This new experience from Virgin Media builds upon an already strong brand and breaks with convention.

On the left side the focus is on entertainment.  Booths arranged in the style of a lounge with TV screens, sofas, coffee tables, even rugs and inset shelving allow you to discover Virgin’s media options.  Whilst on the right side almost the entire wall is interactive and dedicated to mobile phones.  You are able to view different mobiles, networks and price plans, compare and make your selection by touch and kinetic gestures.  As you would expect, Virgin’s flagship red features heavily instore and is splashed about on many of the surfaces.  Limed oak flooring has been chosen to add warmth and help convey the relaxed, homely feeling.

The real magic is at the rear, where a full size garden shed is erected and kitted out with another large digital screen, seating and various garden implements.  Tea, coffee and refreshments are readily available whilst you sit back and relax.   To the left is a sensory garden with its very own green grass and digital blue sky composed of six large LCD screens suspended from the ceiling; clouds float, birds fly and planes jet past, accompanied by sounds.  Close your eyes and you might forget where you are entirely.  This area is perfect if you want some privacy to discuss the details of your acquisition. 

There is no fixed service area or counter, staff complete transactions on tablets anywhere around the store.  iPads are available for customers’ use and can be found displayed on two central display tables.  Finally, one further unforgettable feature that enhances the ‘our house’ design is the ceiling.  A roof has been recreated over the entire store complete with large oak beams criss-crossing the pitch and skylights in the recesses. 

This store is quite remarkable and the concept will be rolled out to other Virgin Media stores across the UK soon.  If you’re looking to buy a new phone, or connect up to the ether, this store will definitely take the stress out of the detail.

Images courtesy of Bernhard Kristinn Photography Iceland.