STA Travel launches new digitally-focused London flagship

The store in London’s Victoria has been redesigned to feature a large exterior video screen, showcasing deals and videos of the travel destinations offered, as well as broadcasting live conversations on the brand’s Twitter, Facebook and Instagram social media platforms.

The screen is provided by social media visualisation technology company Buzz Radar.

According to an STA spokesperson, Household and The One Off created the initial design concepts for the store, which were then taken in house and developed by STA group creative director Tor White, marketing director Laurence Bresh and Brigid Church, retail operations manager.

The interiors of the store have been designed around three ‘zones’, including a space drawing together functional resources such as Travel Clinic advice spaces, a foreign exchange bureau and a Eurolines coach desk.

STA, which stands for ‘start the adventure’, has branded another area the ‘inspiration zone’, where customers can plan their trip using atlases, books, magazines and iPads with videos and other digital content. This area can also be used for STA staff to host talks and events.

The ‘planning zone’ has been revamped to use large tables for staff to sit next to customers, using laptop computers next to them instead of the traditional set up of an advisor behind a desk.