Reimagining Retail for the UK’s Largest Telco Brand
Virgin Media O2 partnered with Fourmation to design a new flagship store that pushes the boundaries of telco retail. Set in Westfield Stratford City — one of Europe’s busiest shopping centres — the space represents a major shift in the brand’s retail strategy, focusing on immersion, education, and community impact.
Spatial Design | Experience Design | CX Strategy
Design Strategy
We set out to transform a traditional retail environment into an interactive technology destination. The design is open, inviting, and structured around four core experience zones — each created to deepen engagement and empower discovery:
Expert Support Bar
A dedicated help hub offering personalised tech guidance, from device setup to digital safety for families.
Ultimate Gaming Zone
Inspired by Virgin Media Gamepad, this high-energy space features VR/AR gameplay and the latest in entertainment tech.
Fitness & Wellbeing Area
A hands-on zone for exploring wearable technology, with interactive features like the Batak speed reaction game.
Priority Zone
A space to explore the benefits of O2 Priority, including gig access and exclusive customer rewards.
Sustainability at the Core
We embedded circular design thinking throughout the space — incorporating recycled materials, prioritising energy-efficient lighting, and integrating product recycling stations. The store supports device trade-ins for mobiles, wearables, and accessories, aligning design with Virgin Media O2’s sustainability commitments.
Community Impact
This isn’t just a retail space — it’s a social connector. As a National Databank hub, the store offers free O2 SIMs with data, calls, and texts to individuals experiencing data poverty. Our design ensures these services are accessible, visible, and dignified — reflecting the brand’s commitment to digital inclusion.
A Future-Ready Retail Experience
This flagship store is a blueprint for the future of Virgin Media O2’s retail estate — blending experience, support, and sustainability into one cohesive environment. It’s a place to connect, explore, and belong.
