Virgin launches pop-up store for Rock Band 2

NEW YORK — Virgin Megastore Times Square has teamed with MTV Games to help celebrate the special edition release of the popular game Rock Band 2 by creating a pop-up store within a store. The cafe inside the Times Square Virgin Megastore has been transformed into a Rock Band 2 pop-up store, creating 550 feet of space housing a full selection of Rock Band merchandise, interactive kiosks and customized displays. This one of a kind pop-up shop carries a comprehensive selection of Rock Band 2 software, hardware, accessories and Rock Band fashion items. The store includes a mini-performance area where customers can try the game out for themselves.

"The idea was for Virgin Megastores to create something special that would garner attention and showcase the special release of Rock Band 2 in a fun and interactive environment," said Kevin Milligan, vice president of products, Virgin Entertainment Group. "We've been looking for ways to produce extraordinary displays for our partners and that's exactly what we've done here. We have utilized a huge part of our Times Square Megastore to help MTV promote the launch of a very popular game."

Virgin Megastores have been working with various partners to create unique pop-up store environments over the past several months. Prior to the Rock Band 2 display, Virgin Megastore Times Square developed a pop-up store for Warner's Bros. to help them celebrate 85 years in the movie-making business. More recently Virgin Megastores have also teamed with Signatures Network Inc. to help create Beatles Boutiques in all of the chain's U.S. stores. Launched in mid-October, Virgin Megastores offer a comprehensive collection of Beatles apparel, accessories, books, CDs and DVDs in specially designed mini-stores inside all the Virgin Megastores.