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Virgin Media has unveiled a brand new concept store designed to reinvent the high street shopping experience.

The firm's Our House outlet, located at the Westfield Shopping Centre in west London, features "innovative design and leading edge digital technology".

Virgin Media said the store - which it describes as "a retail environment like no other" - has been designed to provide "a fun and immersive sensory experience at every touch point".

As customers approach the shop, they are greeted by Richard Branson, Mo Farah, Usain Bolt or even a T-Rex in a full HD 1080p digital door.

"This sense of theatre and personality provides the gateway for customers to explore the world of the latest entertainment and communications services from Virgin Media," the firm said.

Customers interested in taking out a new deal will be able to build a package themselves with the help of a specifically designed interactive mobile wall.

And when they come to pay there are no traditional tills - all sales staff are able to process new sales on their tablet computers.

Paul Williams, Virgin Media's Retail Director, said his firm is in the business of connecting and entertaining people, whether they're at home or on the move.

"So we wanted to inject fun into the shopping experience too," he stated.

"This transformational approach is inspired by what our customers have been telling us and we've created a more immersive experience in keeping with our Virgin heritage."

Mr Williams said the design of the store has been "a fantastic project" to work on and elements of it will be rolled out across Virgin Media's national chain.

Virgin Media broadband customers are able to access up to 120Mb download speeds through the firm's packages.

They also have access to subscription television, home broadband and mobile services through a Virgin Media broadband bundle.

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