20.20’s immersive Thomson designs let you see, hear and smell your holiday

20.20 has developed new retail designs for holiday company Thomson, with features including a video wall and evocative sounds and smells.

The new designs feature a 2x3m immersive video wall on the shop-front, which showcases video and images of the holidays, combined with aromas and sounds.

20.20 was appointed by Thomson – part of TUI UK & Ireland – to create the ‘next generation’ of shops.

Thomson wanted a design that would reflect both TUI’s increasingly multi-channel approach and the continued importance of its physical retail stores.

The result is a design that aims to provide a fully integrated approach to retail.


As well as the video wall, other features include an interactive map and table to entertain customers and help them research holidays, and an ‘advice bar’ where customers will be able to browse Thomson and First Choice websites on self-service laptops, with staff on hand to answer questions.

Customers will also be able to use booth areas, where images of their chosen holidays will be projected on to the wall.

The stores will also feature free wifi, a mocked-up ‘pool area’, while all customers will be served with barista-style coffee.

The first store using the new design is set to open in late-summer, with the location yet to be confirmed. Thomson says it aims to open a further ten ‘next-generation’ stores by the end of the year, with 100 set to open in the coming years.

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