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Virgin Holidays Launches Interactive Experience

The flagship opened last year in the U.K.

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This 1700-square-foot experience store, designed by YourStudio’s London-based team, features a virtual reality roller coaster, a “Taste Your Holiday” bar and even a red manicure station. Located at Centre: MK in Milton Keynes, U.K., the space is meant to exude a “try before you buy” feel, allowing customers to sit in recreations of the brand’s premium and upper-class plane seats while sipping champagne as they consult with a Virgin travel expert, for example.

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