Brian Waring, brand director of V.Shop was responsible for all elements of the V.Shop brand, including the chain's in-store environment. This has meant close collaboration with Virgin Mobile - also heavily involved in the chain - and the brand and design consultancies such as Start Design and Jervis Hegarty Losasso who have helped shape its look and feel.

 

The reason for the success of V.Shop so far, Waring says, is a mix of the better elements of traditional retailing with those of the brave new digital economy - an economy which, on the whole, is still failing to meet its early promise when operating solely on the Internet.

 

The V.Shop format features moving video screens both in the windows and interiors, plus listening posts and kiosks.