Last Tuesday (18 November), British media/airline/money corporation Virgin opened its new flagship store in the Yas Mall in Abu Dhabi, introducing a new urban street-style concept. The new concept is targeted at young people, featuring a wide range of new products. On a retail space of 2,200 square meters, the company that started in the segments of multimedia and music, now offers a wide range of products, including fashion, accessories, cosmetics and home articles.

Virgin hired German company Schwitzke & Partner to support the brand in their repositioning and by designing the new flagship. The store design is coined by an industrial look with black steel, raw wood, concrete and bricks combined with open ceilings and graffiti elements to give it an urban look. Further playful elements, such as a DJ booth and a spiral chute are supposed to create a playful and casual atmosphere.