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Virgin Holidays concession stores

Design and fit-out of three Virgin Holidays concession stores in three busy shopping centres

Willmott Dixon is delivering three new 'pop-up' stores for Virgin Holidays at shopping centres in Kent, London and Sheffield

The new pop-up store concept is paperless, with no standard travel brochures available. Instead customers create their own bespoke travel itinerary, providing a unique and interactive customer experience.

Each location provided different challenges and required different solutions.

Bluewater Shopping Centre, Kent

We created this pop-up store in House of Fraser. It featured play areas, such as a Disney dress-up zone to keep both children and adults entertained. We ensured the store brought the concept of youth and fun into the holiday booking process, and provided a backdrop to the new Virgin Holidays ‘Unleash Your Mojo’ brand campaign.

Meadowhall Shopping Centre, Sheffield

This pop-up store featured a green screen area, water slide photo backdrop, complete with dinghy, to keep customers engaged and entertained. We also included a unique holiday scent within the store to create a subtle holiday feeling.

Westfield Shopping Centres, London

We built two pop up stores at Westfield Stratford City and Westfield London. Both were highly flexible, designed to enable the stores to be taken down and relocated at various shopping centres across the UK. Sponsored by The Palm Hotel in Dubai, both stores reflected the elegance and nature of the hotel, alongside the quirky fun of the Virgin Holidays brand.

We worked to very strict restrictions imposed by Westfield, constructing off site and assembling at the location overnight, all over Christmas and the New Year.


  • Innovative 'pop-up stores' created in busy shopping centres in London, Kent, and Sheffield
  • Delivered to tight timelines, often working during holiday periods
  • Off-site manufacturing used to speed up construction
  • Fit-out of the stores included installing interactive media



Willmott Dixon Interiors

The Bailey, 16 Old Bailey, London EC4M 7EG


Tel: 020 7634 9600