Virgin Media O2 opens doors to new 1,900 sqft experiential store located at Liverpool ONE shopping centre

Virgin Media O2 has today opened a new store in Liverpool that focuses on mobile, broadband and connected technology.  

Located on the upper level at Liverpool ONE and spanning over 1,900 sqft, the space has been designed to showcase the very best of Virgin Media O2’s products and services in an engaging, hands-on environment while placing the customer front and centre of the in-store experience. 

To celebrate the opening, Virgin Media O2 is offering customers an in-store experience and prize draw. Visitors will have the chance to win one of two signed Liverpool FC shirts by taking part in an interactive quiz focused on Liverpool FC and Priority. The signed shirts will also be on display.

The store will be divided into discovery zones across an open plan layout, giving customers the chance to test out Virgin Media O2’s latest products as well as popular gaming and entertainment tech, with expert tech advisers on hand to answer any questions. 

The discovery zones for customers to enjoy include: 

• Ultimate Gaming Zone: Following the Virgin Media Gamepad located in The O2, store guests can try out VR and AR gaming experiences as well as the latest consoles.

• TV and broadband zone: Visitors can witness Virgin Media O2’s ultrafast broadband and TV services in action, with the zone showcasing seamless streaming, on-demand entertainment and the power of gigabit connectivity in the home.

• Meta zone: Experience the latest from Meta, including immersive virtual reality and smart technology, all powered by Virgin Media’s ultrafast broadband.

The store also aims to make it easier for consumers to recycle their old or unwanted devices, helping the company to reach its wider sustainability targets. Electronics, including old mobiles, earphones, wearable tech and cables, can all be dropped off and recycled.

Will Houldsworth, Director of Retail, Virgin Media O2, says: “Opening our new store here in Liverpool is a really exciting moment for us. Liverpool ONE is at the heart of the city’s shopping and social scene, so it’s the perfect place to bring our latest products and services closer to the local community. We’re committed to giving customers a great in-store experience where they can explore, learn and get support face-to-face.”

“Over the past year, we’ve invested heavily in upgrading our stores across the UK, and Liverpool is a key part of that journey. As we continue to invest in the future, including launching new tools to support our colleagues, we’re committed to providing brilliant service for our customers across the region.”

The store also joins over 300 others as a National Databank hub, where people experiencing data poverty can get a free O2 SIM with 25GB of monthly data, plus texts and calls for 12 months to stay connected.

Virgin Media O2 says that it adopted a sustainable approach when designing and constructing the store, incorporating recycled and responsibly sourced materials while prioritising energy efficiency through smart LED lighting and low energy screens.  

2026 RTIH Innovation Awards

Physical stores will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.