Virgin Mobile’s flagship stores in Chicago will look more like a posh Urban Outfitters than a technology store. In a time when so many retailers seem to be copying Apple’s retail aesthetics, this is a fresh departure from the status quo of retail design. According to Engadget:

The location has been set up like a casual, music-themed lounge, where customers can recline while testing devices and salespeople will run workshops on subjects like apps and how to install them.

This flagship store will function as the archetype for future designs of the 14 new spaces Virgin Mobile plans to launch in Chicago by the end of this summer.

VIrgin Mobile