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Biggest experiential store yet for Virgin Holidays

Virgin Holidays has opened its largest-yet store, at Centre: MK in Milton Keynes. The 158 sq m (1,700 sq ft) unit uses the V-room format developed by YourStudio, offering a range of experiences to shoppers as they choose their holidays.

Massages, manicures, a cocktail bar and a virtual reality rollercoaster are among the attractions that customers can experience at the store.

According to the centre, Virgin’s investment in its store is a vote of confidence in physical retailing in general, and the centre in particular.

“We are keen to create the best consumer experiences at Centre: MK and encourage leading brands to express themselves. Seeing Virgin Holidays successfully open its half million pound flagship ‘v-room’ store in the centre bodes well for the future,” says Ed Sellick, on behalf of the centre’s joint owners, Hermes Investment Management and AustralianSuper.