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Reimagining retail at the UK’s largest telco experience store

This wasn’t just another store opening- this was the UK’s largest telco experience store, built to reimagine what a customer-first, lifestyle-led retail space could be.
The brief was ambitious: capture attention, drive meaningful engagement, and set a new benchmark for how customers experience the Virgin Media O2 brand. The space needed to feel as forward-thinking as the products it showcased—a destination aligned to how people live, move and connect today.

From insight to ignition
As lead creative partner, TCC brought this store to life from the ground up.
We shaped the entire journey: from initial strategy, customer behaviour insight and spatial design, to digital storytelling, content creation and live activation delivery. We built a retail experience that reflected how people live, move, and connect today—blending creativity, craft and customer insight into every touchpoint.

Retail meets theatre
From the outside in, we made a bold statement. We turned the windows into unmissable visual spectacles designed to disrupt, delight and draw in audiences.
A fully animatronic custom-made Bubl waved from a height, backed by an oversized red pin marking the new epicentre of connected life. Opposite, the entertainment world burst through 5-metre lightboxes —featuring Nickelodeon characters, five custom digital cubes, and layered light and prop design to create a sense of movement and depth.

Experience, delivered
The store became a destination. A space to explore, discover and play.
Visitors moved freely through the zones, driven by a ‘Priority Passport’ mechanic that encouraged exploration and rewarded engagement. In the Roaming Zone, plane seats and holiday vibes created Instagrammable moments. Elsewhere, hands-on demos, surprise-and-delight activations and intuitive storytelling kept curiosity high.

The results
• 3M+ impressions across digital & OOH
• 36% uplift in weekend footfall vs. previous store
• 2,942 tracked store visits from digital ads
• 449% CTR uplift on native ads
• 827 in-store game plays
• 642 QR scans across zones
• 494 competition entries
• 52.38% store visit conversion from 18–24s on opening day
• 50 goodie bags gone in 30 minutes