Virgin Holidays brings new features to latest store

Virgin Holidays has launched its latest – and largest yet – store, at Liverpool ONE. The store uses the V-room concept developed for the brand by YourStudio.

The 186 sq m (2,000 sq ft) store is located on South John Street at the centre, which is managed by Grosvenor Europe.

The store has been designed to offer a luxurious and immersive experience for visitors who are booking their holidays. Features include a hidden cinema – an in-store experience that gives customers a flavour of the Virgin brand while they enjoy some popcorn – which has not been seen in previous branches.

A new pod feature includes immersive light and sound experiences and a 'lucky' red vending machine. A living wall installation brings some greenery to the interior, which also has lounge-style seating, a prosecco bar and a play area for children.

“We’re delighted that we can bring the very latest in our retail offering and our unique holiday store concept to the shoppers of Liverpool. We know holidays are evolving and our customers want more than the traditional travel one-stop-shop,” said Rach Wilton, head of retail at Virgin Holidays.

“We aim to always create a truly immersive experience for our customers, which begins right at the time of booking. We want our customers to get into the holiday spirit from the very moment they set foot in our stores, so they are already imagining themselves turning off their work emails, exploring a new, exciting destination or watching the world go by from a sun lounger on a Caribbean beach."

“Our brand-new store is designed to help inspire customers by bringing the sights, sounds and tastes of their holiday right here to Merseyside. Customers are also guaranteed expert advice from our fantastic local team who will ensure they find them that dream holiday, giving our customers a perfect holiday experience, with memories to match.”