New 'HOLIDAY LABORATORY' in Bluewater

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A world first new sensory ‘holiday laboratory’ from Virgin Holidays that’s as close as you can get to actually being on holiday opened at Bluewater in Kent last Saturday. And customers are being invited down in beachwear to experiment with it for themselves.

It’s as far away as possible from the old travel agent image of an assistant behind a desk with a pile of brochures. In fact, the only brochures customers will see in this ‘paperfree’ environment will be old ones being recycled by Virgin Holidays into the design of the furniture and fittings.

On entry to the new Virgin Holidays laboratory, senses are immediately aroused with aromas evoking the exact scents of being on holiday, including coconut and soft sand, created by Brandaroma.

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Walk further and the floor moves with you from land to water that ripples under your feet. A miniature putting green provides yet another texture.

Around you, lighting will change throughout the day to reflect morning through to evening, from bright sunshine to ‘sundowner cocktail hour’ – all designed to further evoke the feeling of actually being there.

Giant screens inside and outside the store, powered by Microsoft Kinect technology, allow you to literally ‘pull’ together the elements you need to create your ideal holiday, while motion-triggered messages pop up to lure in shoppers passing by. Once inside, it is video content bringing to life the range of Virgin Holidays resorts and destinations, not racks of brochures, that you’ll use to further research your options – all of which can then be downloaded digitally for you to take home.

For the first time in travel retail, there’s even green screen photography, so you can see what you’d look like on your chosen holiday, and then share the excitement with friends and family on Facebook and Twitter as you countdown to departure day.

And if all of that sounds a bit too futuristic, don’t worry, as you’ll be ably assisted throughout by one of the red-coated ‘Holiday Technicians’, specially trained to ensure you’re following the perfect formula.

Families can also begin to experience the magic that is Walt Disney World, Florida, with the new dedicated space including interactive touch screens with games and videos, and a dressing up area will keep the little ones busy as they bring their favourite Disney characters to life while mum and dad get busy with the research.

Said Lee Haslett, Head of Retail from Virgin Holidays: “This new store really pushes the boundaries of travel retailing, taking what has become a very staid buying experience on the high street in to the future. Being on holiday should be an escape and something you dream about, but until now it’s been impossible to get that feeling without actually being there. We believe this is as close as it is possible to get to ‘try before they buy’, and customers are really welcome to come down in their beachwear and try it for themselves!”

As part of Virgin Holidays’ aim to unleash the nation’s mojo, a similar sensory holiday laboratory will be opening in Meadowhall, Sheffield on 8th June.

[Guest]

Dear me. Rock Star service. Unleash your mojo. Walk on a sandy beach in a shopping mall. They're not short on gimmicks are they? Shame their service has deteriorated along the way.

[Sunshinekid]

Several years ago Virgin was our first choice (no pun intended) when it came to booking our Florida holiday as their prices were competitive and service was excellent. I used to love getting on the plane and it felt special. Unfortunately, nowadays, they are overpriced for what they offer compared to going DIY or the other tour operators.
Well done for doing something new but unless their prices become more competitive it will be a while before we use them again.

[Guest]

I had to laugh when I read this. Sounds like the marketing men have gone crazy this time!

[disneymadhouse]

Good grief, could you imagine being one of the poor members of staff working there! "Water ripples under your feet" - I would be sea sick after a day of that!

[stupet11]

That's more likely to put me off actually going to their shops and to the competition down the street instead!

[lottiesmum0]

I would rather them put the effort into reducing costs than visit this expensive gimmick,.

[bbabe]

Can't fault the lady who we spoke to yesterday; I know Virgin aren't for everyone but this made a nice change actually being able to speak to someone face to face rather than via a call centre

[Beaker's Fluff]

This sound like one of the challenges that Lord Sugar would set his apprentices up with Is it April 1st already, so soon.