Virgin Media O2 has opened its flagship shop in Westfield, Stratford City, with the company describing it as the largest telecommunications retail shop in the UK.

Spanning almost 5,000 square metres, the shop is divided into discovery zones with an open-plan layout, offering customers the chance to try out the latest Virgin Media O2 products including popular gaming and entertainment tech products.

The discovery zones include a technical support bar where customers can receive personalised assistance from shop consultants on a range of technology topics.

The shop also features a gaming area, where customers can try out VR and AR gaming experiences, as well as a fitness and wellness area, where customers can try out wearable health apps.

Virgin Media O2 said that the location, which attracts around 50 million visitors a year, is an ideal place to enhance brand visibility.

It added that the shop aims to become a hub for locals to update and access the digital world, adding to the existing 300 Virgin Media O2 shops in the UK.

Over the past 12 months, Virgin Media O2 has invested in upgrading and improving over 100 shops in the UK.

Initiatives include the launch of new tools such as AI- powered analytics and interactive discovery zones that enable shop staff to better assist customers with their in-person services.

Rob Orr, chief operations officer of Virgin Media O2, highlighted the multi-million-pound investment made over the past 12 months to upgrade and improve its shops.

“With further investment planned in 2025 and beyond, including new tools that will bolster the support colleagues can offer in person, we remain focused on strengthening our connections with communities and delivering even more value for our customers,” he added.

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