Working closely with Virgin Mobile's designer Damian Schnabel, we created an 'underground' branding to target an urban youth audience and bring them off the street and into the store. The look and feel is inspired by New York graffiti and London street style and is delivered via a huge neon sign, bold video window and the latest in integrated Point of Purchase (POP) media.

The 800 square foot store is set off against raw cement walls and is divided into four key areas - the entrance, the 'hero' phone wall with promotional plasma screens and touch screens showing more detailed information, promotional wall with backlit posters, and flexible free-standing mid-floor display.