Virgin Times Square Creates Warner Bros. ‘Pop-Up’ Store

Los Angeles Virgin Entertainment Group has teamed up with Warner Home Video to help celebrate the studio’s 85th anniversary with a pop-up store within its New York City-based Virgin Megastore Times Square.

The cafe inside of the Times Square location has been transformed into a Warner Bros. 85th Anniversary Store, a 400-ft. space dedicated to the studio’s best DVDs. A red carpet leads customers from Virgin’s store escalator into the Anniversary Store.

The location includes a mini-movie theater that runs clips of the studio’s library of films that the studio has created between 1923 and the present. It also features a 40x20-ft. in-store billboard, supported by an Epson projection screen.

The pop-up store promotion will last seven weeks. Timing will coincide with the new Warner Home Video (WHV) documentary, “You Must Remember This: The Warner Bros. Story,” a feature that will air as part of PBS’ American Masters series in September.

The pop-up store is called “the largest in-store marketing design that we've ever done for a partner,” according to Bart Saunt, director of strategic marketing, Virgin Entertainment Group.