Virgin Holidays opens largest ‘v-room’ concept store at Liverpool ONE
Virgin Holidays has opened its largest ‘v-room’ concept store in the UK at Liverpool ONE.
Spanning 2,000 square feet, the store on South John Street aims to provide a luxury and immersive experience for visitors.
Features include a hidden cinema that offers customers a flavour of the Virgin brand and a pod containing a light and sound experience. The store also incudes a green living wall, lounge-style seating, a prosecco bar and a kid’s area.
Rach Wilton, head of retail at Virgin Holidays, said: “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.”
Artisanal Spirits has also taken space on South John Street for a pop-up store that will remain open until January. The craft, beer and wine emporium is being run by Halewood International.
Other recent openings at Liverpool ONE include Mint Velvet and Kate Spade. In the past 12 months, Liverpool ONE has welcomed over eight international brands including Jo Malone London, Oliver Bonas, Pull & Bear, Too Faced, Polo Ralph Lauren and Morphe.
Alison Clegg, director of asset management at Grosvenor Europe, said: “Liverpool ONE continues to attract international brands, such as Virgin Holidays and has become a destination for luxury, premium retail whilst also offering immersive experiences within these retail concepts. Additionally, seasonal pop-up stores add a festive element to our offer and something that will certainly be attractive to Liverpool ONE’s visitors.”
