Out and About Creating an Escape
officetwelve help Virgin Holidays to create the ideal fun and interactive flagship store in Kensington High Street.
Virgin holidays have a very strong online presence, and have recently collaborated with officetwelve to create a new flagship store in Kensington High Street. Established in 1985, the Virgin Holidays brand was initially created to sell seats on Virgin Atlantic routes. The company has grown to become one of the largest and most successful long-haul scheduled tour operators in the UK. This is the first permanent high street standalone location, indicating an interest in reaching customers in a new and more interactive way. The two-storey site features zoned areas, including ‘Virgin Holidays’, ‘Hip Hotels’ and ‘Cruise’ brands. officeTwelve have been a strategic design partner to Virgin Holidays since 2007, and the company created a retail concept to include permanent and pop-up stores. The brand now has in the region of 90 concessions within Supermarket and High Street department stores. The store itself reflects the Virgin Holidays brand, and the style of holiday on offer. The design is exciting and unique, with some added magical touches. As the customer enters the store a wall of red hands offering brochures greets them. These hands act as triggers for iPads in the store; customers hold the device up to any
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brochure and can see it come to life - with videos of the resorts, which transport the customer into a simulated holiday experience.
As customers move through the space, a band of screens and digital picture frames call out more moving images, encouraging them down to the basement where they enter a retro gaming area designed to keep youngsters busy whilst parents talk to the highly trained advisors. Faux windows play almost still movies of exotic vistas, giving the impression that they are just the other side of the glass, within the customers reach. The digital experience continues with a multi screen experience area and an iPad bar, where holiday destinations can be browsed. The overall concept reflects elements of the existing retail estate but with a twist. officetwelve have succeeded in creating a flagship store for Virgin Holidays that not only showcases the variety of holidays that are on offer, but also reveals the personality of the Virgin Holidays brand.
Contact
officeTwelve T: 08448 012 012
www.officetwelve.com
www.a1retailmagazine.com
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