With the rise of the iPod , as well as the appearance of MP3 mobile phones, it looks like the beginning of the 'normal' record buying. So it seems entirely appropriate for Virgin Mobile to set up shop in the basement of Piccadilly's Tower Records, now rebranded as a Virgin Megastore.

Walking into this 80m2 multimedia circus, it's easy to see what Virgin might have in mind. The place is awash with urban music cues: graffiti adorns the walls , a giant neon sign flickers between plasma screens and backlit posters glow in the corner.

The mobiles are displayed on a 'hero' wall - a talking brochure with Virgin branding inset into the concrete. The phones each have a touch screen , with prices and technical data available. Virgin entertainment information service Virgin Mobile Bites , also puts in an appearance, offering music news and sports information.

It's impressive stuff. You can t help but admire Virgin commitment to creating an experiential retail environment. OK the store falls short of any Napster-like downloadable revolution , but with Virgin's musical heritage, and evergreater technological convergence, you can't help but think that might not be far away.