Redjacket is redesigning the ground floor and basement of Virgin Megastore’s Oxford Street flagship. The project could lead to a revamp of all the company’s stores.
The entire project is worth between £2.5m and £3m, according to Virgin project manager Andy Kendrick. Redjacket’s work, for an undisclosed six-figure sum, has just started and is expected to go live in October.
Redjacket’s interiors concepts for the basement focus on a 120-seat cafÃ© featuring a large projection screen on the ceiling. Customers will have also access to games and music.
The ground floor will feature a drop-down screen, measuring 5m by 4m, which will appear at half-hourly intervals with music videos and promotional material.
Some design elements piloted in Virgin’s Oxford Street flagship could roll out nationally, says Redjacket creative director Martyn Bullock. The aim of the redesign is to “build the Virgin brand and help customers navigate the 6200m2 store”, he says. “We are opening up a section of the ground floor to improve vision through the shop into the basement and to create more space as customers enter the store.”
Virgin is rolling out an in-store Internet cafÃ© concept, called Virgin Space, also designed by Redjacket. The cafÃ© opened at the Oxford Street store earlier this month, following trials in Virgin Megastore in Leeds and Oxford.