Store designs jilted by Virgin Bride

Virgin Bride, the one-stop wedding shop launched by Richard Branson’s group last year, is dropping its store design by Morey Smith and Design Clinic after disappointing sales.

The retailer has appointed The Principals Group to redevelop the store to an early October deadline. The original store format featured relatively minimalist interiors by Morey Smith and graphics from Design Clinic.

The Principals Group was appointed after a three-way free creative pitch, in which it is believed to have beaten Design Clinic and Rodney Fitch. Virgin Group has stakes in both groups.

Neither of the rival consultancies was available for comment as Design Week went to press. The Principals Group is now to develop new interiors and graphics for the split-level flagship site in London’s Northumberland Avenue. “What we will do is embellish it with elements which will really create elements of retail drama,” says Principal’s creative director David Morris.

The store will be extending its product ranges as it is refurbished, introducing more gift ranges and a more “hard-nosed retail proposition,” says Morris. Virgin Bride finance and commercial director John Illsley declines to comment on the project.

Virgin Atlantic is yet to appoint interior designers for new aircraft ordered from Airbus to extend its fleet. The planes will feature bars and private bedrooms for luxury travel, and will be delivered in five years’ time.

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