Virgin brides walk down the aisle

THE Virgin Group is sweeping down the UK aisle for the first time with a wedding store concept called Virgin Brides.

Design Clinic is creating the branding and architectural practice Morey Smith is working on interiors and building design.

The 975m2 Virgin Brides will be on two floors of a central London venue. It will include clothing, a juice bar, retail and a travel outlet to buy air tickets for honeymoons. “Nothing like this has been done in the UK before, it’s completely different, a total wedding package,” says a source.

The store will be “geared towards the upper-middle class market,” according to a Design Clinic spokeswoman.

The Virgin marque will be incorporated into the overall Virgin Brides logo. “The word virgin might need be played down in the signage,” says the spokeswoman.

The store awaits planning permission and expects to open on 29 November.

Meanwhile, Design Clinic is also overseeing styling for a Virgin Stores magazine to be launched later this year.