Virgin reached out to completely design the interior aesthetic of their new flagship store in Dubai mall. They wanted an authentically street feel to the interior.

What we did:

Storyboard, Concept Development, Digital Illustration, Custom Typography, Interior Design, Installation.


We combined iconography and typography with musical and cultural reference spanning decades and collaged the artwork together. We prepped the artwork for print, and installed using wheatpasting techniques allowing the dust of the neighbouring construction site to inflitrate the paste and add a textural component to the artwork.

The final result was a feel that these posters have been there for years. The history can be felt throughout the store.