The store, which has 13 staff, boasts signature features including an Island Bar where shoppers are offered complimentary drinks, plus a dedicated children’s area and a video wall. Virgin says the design has been inspired by airline lounges and hotel receptions. Staff will have no fixed positions and will roam freely about the store.

Virgin Holidays’ managing director Mark Anderson said: “We’ve done away with the boring sales desks and rigid set-up that you often see on the high street. Everything we’ve done is focused around making the environment more enjoyable and immersive for our customers, whilst still bringing that Virgin Holidays magic to the experience.”

The Island Bar will include iPads to allow customers to browse holiday choices, while the children’s area will show cartoons. One wall will include a large globe with digital portals showing videos of destinations. Another area will show off Virgin Atlantic’s Upper Class, and Premium Economy cabins.

The brand’s sales director Lee Haslett added: “It was important for customers to feel like the store is a lounge experience, rather than your average retail experience. We wanted to give them a taste of the holiday before they even set foot on a plane; with us the experience starts from the moment you begin looking and it should be enjoyable from start to finish.”

Other V-Room stores include Bluewater, Lakeside, Bristol, Newcastle and Leeds. The operator said they had helped it grow its retail sales by 16% year on year.