Shoppers can stroll through a buzzy street scene in Havana before wandering a heavenly beach in Antigua at a new concept store launched by Virgin Holidays.

Its new shop at Bluewater aims to give customers a chance to explore new destinations and shop for vacations in a relaxing environment.

Centre stage is a themed island bar where holiday hunters can stop for a drink or relax in lounge-style seating, while a concierge will meet and greet visitors.

Director of sales Lee Haslett said: “At Virgin Holidays we like to do things differently, so while most stores are designed to sell, sell, sell – that isn’t the top of our agenda.

“We want to provide a retail space that is designed to inspire consumers through immersive experiences.

“You’d be very welcome to drop by for a drink and marvel at the world around you through some of the very best ground breaking technology.”

The new store opened last week and employs 12 staff.

Bluewater’s general manager Robert Goodman said: “Virgin Holidays is another great addition to Bluewater’s line-up of leading brands.

“Their pioneering retail concept is also a great fit with our philosophy of creating statement stores that focus on delivering a unique experience.

“We are confident the ground breaking new store will inspire our guests.”