VIRGIN ENTERTAINMENT GROUP
Type of Work:
CMO
Interior Design
PR
International Marketing
Brand Strategy
Brand Implementation
Events
Marketing Plan
Activations
Product Innovation
Consumer Research
Creative
Brand Training
The Challenge
As Chief Marketing Officer of Virgin Entertainment Group, Dave Alder had a $250 million mission: keep Virgin’s retail division cool — and profitable.
The Solution
Dave didn’t just tweak the brand — he reimagined it. Through deep consumer and cultural research, he steered Virgin to become a full-blown pop culture lifestyle destination
Each Virgin Megastore was redesigned with immersive cultural zones, featuring a curated mix of music, fashion, books, and tech. He teamed up with brands like Ted Baker and Taschen, bringing fresh, stylish energy into the space. And for visual swagger? Street art icon Shepard Fairey was enlisted to rebrand stores, design ad campaigns, and create bold promotional art.
The relaunch? A brand renaissance.
The Outcome
Virgin didn’t just stay relevant — it leveled up. With its reimagined identity, the brand earned fresh street cred and even deeper roots in the world of pop culture.
“I have known and worked with Dave for nearly 20 years. He is the best marketeer I have worked with over that time - bringing together great marketing skills with total creativity. Dave is always thinking - always looking to create that edge - constantly generating ideas”.
Simon Wright, Former CEO Virgin Entertainment Group and now Managing Partner at InterValley Ventures
Other Featured Work
Work That Walks the Talk.
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