Virgin Mobile USA has opened its first U.S. retail location in Chicago’s Lincoln Park district and it’s a different look than any other smartphone company out there. The store was designed not to feel like a store but like the kickback lounge.
Ron Faris, head of brand marketing for Virgin Mobile USA, told The Chicago Tribune that the store isn’t intended so much to generate sales, but to familiarize consumers with the brand. Most sales of Virgin Mobile phones and contracts take place online and at multi-brand retailers such as Best Buy.