Virgin Holidays has launched its largest and most experience-led store concept at Centre: MK in Milton Keynes. Designed by YourStudio’s London team, the 157 sq m space is focused around optimising the guest experience within the store. Customers will not only arrive feeling greeted and hosted at the Taste Your Holiday bar, there is also the opportunity of having a complimentary signature Virgin red manicure at the store’s Clubhouse Spa too.

With a thirst to continually evolve and excite its customers, YourStudio has built on the successful v-room store concepts launched earlier this year in Cardiff and Norwich, continuing to elevate the guest experience.

The Virgin VR rollercoaster at front of the store attracts passersby, giving them a theatrical and immersive way to travel the globe and visit some of Virgin Holiday’s iconic destinations. Other ‘try before you buy’ features include Virgin’s Premium and Upper Class seats, where shoppers can relax back into with a glass of bubbly and a consultation with a travel expert. The environment itself is designed to feel like one of the brand’s hospitality environments with a warm and inviting palette of neutral oak, soft upholstery and warm lighting that is designed to frame the Virgin Holiday’s team in their cherry red uniforms.


The space empowers customers to imagine the possibilities of travel and live the experiences provided by Virgin Holidays, so the ‘holiday ready’ feeling is brought to life through all of the senses. Children can enjoy their own dedicated mini-travel area with entertainment and games.

‘Building on this emotive and evocative feeling has always been key to Virgin Holidays’ success in giving their customers unforgettable holiday memories and experiences. The whole environment has been designed with the relationship between Virgin Holidays experts and hosts and guests to be as intuitive, enjoyable and effortless as possible, not forgetting those important wow moments’ says Tom Edington, associate director of experiential at YourStudio.

Lee Haslett, vice president of sales and product at Virgin Holidays, adds: ‘We’ve been revolutionising the way our customers book their holidays for several years, and our latest v-room in Centre:MK is the next step on that journey. We know that our customers are looking for something more than just a standard holiday and our v-rooms are the first step on that journey – whether that’s the in-store bar, children’s play area or rollercoaster simulation. I’m excited that we’re able to bring our v-room concept to Milton Keynes and I can’t wait to see what our customers think of our first ever in-house spa.’