Virgin Mobile has opened its first stand-alone retail store at Lakeside Shopping Centre, designed by its incumbent branding agency Start Creative. The aim of the store is to create a strong high street presence and standout from other mobile network retailers by embracing what is different about the Virgin Mobile brand. There are plans for three more stores in the near future.

The vision was of an urban, entertainment focussed destination which whilst showcasing the latest handsets and technology also celebrates Virgin’s associations with music and entertainment. Start introduced JudgeGill as interior design consultants and the two companies have worked closely together.

Adrian Spooner, Head of Design at Virgin Mobile, said, "The store gives Virgin Mobile real brand impact and difference, delivered through creativity and confidence. Start has a deep understanding of the Virgin spirit as well as of our customers and how they shop. The store aims to be the glue between the evolving Virgin Mobile proposition, the ever expanding value added services and the increasing range and sophistication of the phones. Outstanding customer service is delivered in a truly different and engaging mobile lifestyle environment."

With a strong entertainment focus, the store has a dedicated area at the back which sells limited edition third party merchandise - currently featuring unique screen-prints and t-shirts from urban artists' group Scrawl Collective.

Start and JudgeGill have delivered a layout that encourages customers to interact both with staff and products, with a focus on Try Before You Buy and an engaging environment for browsing. With clear navigation and transparent service, the store has defined Pre Pay and Pay Monthly areas.

Start was responsible for in-store communications, signage and graphics with JudgeGill delivering the interiors. Start has also designed interactive kiosks including an in-store jukebox, information kiosks where customers can browse products and services, a bespoke Kodak area for printing photos directly from phones and a Virgin Mobile Bites area with interactive kiosks. The Bites kiosks deliver music and games download facilities with live scrolling LED and music, celebrity and sports news.

Start commissioned artist Steve Wilson to design bespoke flock wallpaper for the contract sign up area. With the luscious red paper behind black seating and hanging lampshades the idea was to create an intimate, private and relaxed area for the sign up process.

Mike Curtis, managing director at Start, said, "We wanted the store to reflect what it is to be Virgin Mobile: to challenge the market and champion the customer. As such, the idea is that this is not just a mobile phone shop, but a mobile lifestyle and entertainment store with bold new concepts."

Virgin Mobile currently has around a hundred and ten concession stores mostly within its Megastores. Start also worked on the unique Virgin Underground retail format which was launched, in the basement of the Piccadilly Megastore, at the end of 2004.