Building on the success of previous retail experience innovation, YourStudio have teamed up with Virgin Holidays again this year to design a multi-dimensional and immersive concept for their new v-room store in Cardiff. This is the first Virgin Holidays store in Wales so we wanted to push store experience, to the next level. The new experiential store creates a relaxed and inspiring environment to get customers in that ‘holiday-ready’ mood.

Not a store as we know it, the space includes a champagne and coffee bar, comfortable lounge areas and animated content to immerse you in a range of destinations. The Virgin Holidays rollercoaster invites customers to ‘jump on board’ and experience the exhilaration of traveling around the world and through a number of signature destinations on a trip you won’t forget. Who needs to stay standing still when new technology can now teleport you to new destinations?

Virgin Holidays have embraced the latest capabilities of virtual reality in their new experience, taking customers loop-the-looping out of the v-room store amongst rolling hills of the beautiful English countryside, whizzing you around the poetic golden plains of and African safari, diving into the pure crystal clear waters of the Caribbean, extending to the magical, infinite outer space amongst the twinkling stars, faraway planets and finally finishing off in the high-octane, technicolored Las Vegas.

The store environment has a calm, reassuring and premium material palette mixing soft-hues with touches of rose gold and metallics. Think more inviting and lively hotel lobby than travel agent. Knowing the excitement and glamour of flying, the v-room also includes a full-size mock-up of a Virgin Atlantic cabin, including Premium Economy and Upper Class seats that you can ‘try before you buy’.

Alongside a full snack bar with magazines, who isn’t going to enjoy the opportunity of sitting in the seat with their glass of bubbly, dreaming of their next holiday? A family friendly area with kids ‘hang out’ space makes sure your kids have just as much fun in store as you do. Designed to deliver the ultimate customer experience, the new store provide space to connect, discover, relax and engage in comfort.

The lounge area with wellbeing lighting encourages the move way from traditional sales desks, promoting a sense of welcoming informality – something Virgin Holidays always does best. Working at the forefront of retail innovation, YourStudio have been delighted to realise an ambitious concept that integrates physical environment with new technology to create unforgettable and exciting experiences.

Design: YourStudio