The travel brand's recently launched immersive store offers customers the chance to not only preview premium flight experiences, but also try out its nail bar, drinks bar, kids play area, VR rollercoaster and more

Virgin Holidays’ biggest concept store, designed by YourStudio’s London team, recently launched at Centre: MK in Milton Keynes, U.K. Created to elevate the customer experience while empowering visitors to better imagine the feeling and possibilities of travel via Virgin Holidays, the space features a spa, bar, and even a Virgin VR rollercoaster.

Placed prominently at the store’s front, the rollercoaster is designed to draw in passersby, and allows them to dive deep into some of Virgin Holiday’s destinations without ever departing the store. The experiences offered include a signature Virgin red manicure at the nail bar, drinks at the Taste Your Holiday bar, and a ‘try before you buy’ section including Virgin’s Premium and Upper Class seats that let visitors relax with a glass of bubbly and enjoy a consultation with one of Virgin Holiday’s travel experts to discover more about and preview its high-end offerings.

Every element is designed to transmit the Virgin Holidays travel experience to customers, creating a memorable and educational brand experience. Lee Haslett, vice president of sales and product at Virgin Holidays, says in a press release, “We’ve been revolutionizing the way our customers book their holidays for several years…Centre: MK is the next step on that journey. We know that our customers are looking for something more than just a standard holiday—whether that’s the in-store bar, children’s play area or rollercoaster simulation.”

Virgin Holidays

YourStudio

Virgin Holidays’ biggest concept store, designed by YourStudio’s London team, recently launched at Centre: MK in Milton Keynes, U.K. Created to elevate the customer experience while empowering visitors to better imagine the feeling and possibilities of travel via Virgin Holidays, the space features a spa, bar, and even a Virgin VR rollercoaster.

Placed prominently at the store’s front, the rollercoaster is designed to draw in passersby, and allows them to dive deep into some of Virgin Holiday’s destinations without ever departing the store. The experiences offered include a signature Virgin red manicure at the nail bar, drinks at the Taste Your Holiday bar, and a ‘try before you buy’ section including Virgin’s Premium and Upper Class seats that let visitors relax with a glass of bubbly and enjoy a consultation with one of Virgin Holiday’s travel experts to discover more about and preview its high-end offerings.