Virgin Holidays brand new V Room store in the Liverpool ONE shopping centre

Boutique travel specialist, Virgin Holidays, has officially launched its largest UK ‘v-room’ concept store at Liverpool ONE, managed by Grosvenor Europe.

The flagship 2,000 sq ft ‘v-room’ on South John Street offers a luxury, immersive experience for visitors booking holidays, with brand new features for Liverpool, including a hidden cinema – a disguised in-store experience, offering customers a flavour of the Virgin brand to be enjoyed with popcorn.

The store also has a new ‘Pod’ containing an immersive light and sound experience and a lucky red vending machine. Innovative design features include: a green living wall, lounge-style seating, a prosecco bar and dedicated kid’s area to keep younger travellers entertained.

Joining Virgin Holidays on South John Street is an Artisanal Spirits, Craft Beer and Wine Emporium, open until early January 2020. The popular family owned and UK-based global spirits and drink company, Halewood International, is behind the festive pop-up space, providing alternative gift choices this year. Local distiller, Liverpool Gin, is just one of the selection of craft brands visitors will be able to sample.

Rach Wilton, Head of Retail at Virgin Holidays commented:

“We’re delighted that we can bring the very latest in our retail offering and our unique holiday store concept to the shoppers of Liverpool. We know holidays are evolving and our customers want more than the traditional travel one-stop-shop.

“We aim to always create a truly immersive experience for our customers, which begins right at the time of booking. We want our customers to get into the holiday spirit from the very moment they set foot in our stores, so they are already imagining themselves turning off their work emails, exploring a new, exciting destination or watching the world go by from a sun lounger on a Caribbean beach.

“Our brand-new store is designed to help inspire customers by bringing the sights, sounds and tastes of their holiday right here to Merseyside. Customers are also guaranteed expert advice from our fantastic local team who will ensure they find them that dream holiday, giving our customers a perfect holiday experience, with memories to match.”

Alison Clegg, Director, Asset Management, Grosvenor Europe, commented:

“Liverpool ONE continues to attract international brands, such as Virgin Holidays and has become a destination for luxury, premium retail whilst also offering immersive experiences within these retail concepts. Additionally, seasonal pop-up stores add a festive element to our offer and something that will certainly be attractive to Liverpool ONE’s visitors.”

This news follows the recent openings on Peter’s Lane for international womenswear label, Mint Velvet, and a pop-up concept for New York City-based brand, Kate Spade. Both coincide with the re-opening of Footasylum on Paradise Street in late November, following a complete re-fit to become the brand’s latest flagship site. In the past 12 months, Liverpool ONE has welcomed over eight international brands including Jo Malone London, Oliver Bonas, PULL&BEAR, Too Faced, Polo Ralph Lauren and Morphe.

Cushman and Wakefield and Metis acted for Liverpool ONE and Cushman and Wakefield represented Virgin Holidays. Halewood International acted for themselves.