Summary:

Challenge - The creative challenge was twofold: to re-enforce Virgin Mobile's brand positioning alongside its target urban youth audience, and to draw this audience off the street and into the store.

Strategy - Start Creative worked with Virgin Mobile's designer, Damian Schnabel, to create a unique retail experience and to bring a new way of buying mobile phones to customers.  The retail space, with raw cement walls, is divided into four key areas: the entrance, the hero phone wall, mobile services promotional wall, and a flexible free-standing mid-floor display.

Result - The cutting edge store is situated underground in the newly refurbished Virgin Megastore, Piccadilly. The underground branding mixes the urban graffiti vibe of New York with the buzz of the streets of Soho, using a huge neon sign and the latest integrated POP technology.

Credits :

Client : Virgin Mobile - www.virginmobile.com

Virgin Mobile Designer: Damian Schnabel

Creative Firm : Start - www.startcreative.co.uk

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