The "V-room" shop in Cardiff takes customers on a "rollercoaster" where customers can be inspired by the different destinations that Virgin Holidays provides.
The store has been created by YourStudio and has been designed to feel more like a "lively hotel lobby" than a travel agent.
It features a full-size mock-up of a Virgin Atlantic cabin so that people can try out the seats in the different classes. There is also a coffee and Champagne bar with magazines and an area to keep children occupied.