The launch proper of the Virgin Vie brand is looming – and is being preceded by a bizarre teaser campaign. First, selected parties were sent sealed petri dishes filled with iron filings and accompanied by a magnet. Next a “crystal garden”, a stone which cleverly grew mould when wet, arrived. Now offices are suffering the aftermath of the latest gimmick – indoor fireworks.
Lets hope for Virgin’s sake, and for that of the mystery designer responsible, that the work matches the hype when it is finally launched.