Virgin Atlantic Holidays

The Brief

Virgin Atlantic Holidays were looking to transform their retail environment with a new store at Merry Hill that merges the in-store experience with the brand’s in-flight and airport lounge service standards. The goal was to enhance customer engagement at every touch point — from browsing to booking, through to departure and arrivals, while clearly reflecting the brand’s premium and personal approach to holidays. The new store is an evolution of previous designs whilst moving away from the more playful elements in favour of creating a more immediate connection with the customer.

The Project

We were commissioned to deliver a turnkey solution. Designing a more mature, customer centric space that moves away from high-tech digital and VR features and instead focuses on personal interaction. The standout feature is a centrally positioned, concierge-style bar that acts as the heart of the store, encouraging customers to engage immediately upon entering. The consultation zone has been relocated to the rear, fostering a more private, reflective, and personalised experience. Acoustic panels and baffles by Decoverb, made from recycled plastic bottles, were installed to manage sound levels and create a calm, welcoming atmosphere. The bar countertops and consultation desks incorporate Smile Plastics, also made from recycled materials, maintaining performance and aesthetics while reducing environmental impact.

I absolutely love the bar. It’s the heart of the store, where everyone naturally gravitates. It’s not just about selling; it’s about creating a relaxed, sociable environment where we can connect with customers in a friendly and comfortable way. The vibe here is so different from the old store—natural, welcoming, and easy for customers to engage with us. It’s one of my favourite places to be.

Virgin Atlantic Holidays

Merry Hill Store Team

Starting with the concept

The design process began with a true understanding of what was working well, and not so well, whilst also getting to know the new vision for the brand and drawing upon customer insights from different vantage points.

Decoverb’s acoustic solutions are made using recycled plastic water bottles, reducing landfill waste, and lowering carbon emissions without compromising on performance or design. This is also true of Smile Plastics the material used for the bar countertop and consultation desks.