Focus on sustainability and experiential retail as Virgin Media O2 opens new Westfield White City store
Virgin Media O2 has opened a new store at Westfield White City, London. Spanning more than 3,860 sq ft, this has been designed to showcase the best of the company’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 launch, customers were able to take part in a scavenger hunt, designed to showcase the latest technology and experiences across the discovery zones. Visitors who completed the hunt could redeem their entry at a custom designed vending machine packed with more than 500 prizes, including Chilly’s bottles, Lindor chocolate bars, Virgin Experience Days vouchers, Treatwell vouchers, Tastecard memberships and Disney+ subscription vouchers. They could also take part in a quiz within the Virgin Media zone for the chance to win one of two exclusive Disney+ bundles.
The store is 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.
It 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 this new flagship store at Westfield White City is a hugely exciting moment for Virgin Media O2. Westfield is one of the UK’s premier shopping destinations, making it the perfect place for us to create a space where customers can discover, experience and get hands-on with the latest technology."
“This store represents the future of retail for Virgin Media O2 - combining immersive experiences with brilliant customer service and expert support. As we continue investing in our stores across the UK, we remain focused on creating spaces that better serve our customers and local communities.”
As part of Virgin Media O2’s commitment to supporting the local community, the store also joins more than 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 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.
