Virgin set to integrate NTL’s ‘quadruple play’

The creative team at Virgin Mobile has begun looking at design concepts to brand NTL’s ‘quadruple play’ product, comprising Internet, television and fixed-line and mobile telephony services, which will eventually be retailed through Virgin’s first chain of stand-alone retail outlets.

The project is in the very early stages, says Adrian Spooner, head of creative at Virgin Mobile, but the brand is likely to be complemented by an experiential area. It is unlikely that the working ‘quadruple play’ title will feature in the final brand identity and design, says Spooner.

The new Virgin Mobile retail outlets will provide a space to sell a burgeoning portfolio of Virgin and NTL-related products, after the £962m merger between the two companies last month.

The first of the Virgin Mobile stand-alone stores opened on 29 July at the Lakeside shopping centre in Thurrock, with an interior design by Start Creative and Judge Gill Associates (DW 29 June). The flagship site has been designed to encourage browsing. It features a Pre-Pay and Pay Monthly area, plus a more intimate contract-signing area for Virgin customers.