Braamies’ Virgin store: Of mobiles and Minis
BRAAMFONTEIN - A cellphone shop that is more than a mobile outlet has begun to attract attention by providing a space for socialising, work, and 'test-driving' the latest phones and accessories.
Among the features, fittings and fixtures at Virgin Mobile in Braamfontein is a red Mini Cooper. It was given a new lease on life when it was converted into a photo booth and used later to break a Guinness World Record.
Branson Centre of Entrepreneurship graduate Wes Boshoff, of Plastispray, was one of those responsible for the Mini’s new role at the store.
Boshoff said the original idea for the Mini was to use it as a photo booth which would allow people to upload their photos online.
“When we got the Mini, it was just a shell. We built the interior from scratch and installed the equipment,” he explained.
“When the shop launched, they wanted to try break the Guinness World Record for the most number of people inside a Mini, so we took out all the equipment. A Guinness World Records’ official had to approve the vehicle before it could be used in the attempt.”
The previous record of 23 people crammed into a Mini, achieved by Danielle Maynard and the David Lloyd Divas in the United Kingdom in 2012, was broken in October this year when 25 people squeezed into the vehicle in Braamfontein.
“After the world record was broken, we re-fitted the equipment, and the vehicle is back to being a photo booth,” said Boshoff.
The young entrepreneur said the response to the photo booth has been “fantastic”.
“It went viral on social media after the world record was broken. That Richard Branson was there, autographed the roof of the Mini, and wore our company shirt was also a nice endorsement.”
Boshoff added the unusual photo booth fitted in well with the overall concept of the store, which was never solely about retail.
Virgin Mobile South Africa CEO Anton Landman said both the store and the world record attempt was what the cellphone company was about.
“We are always striving to be different and better. More importantly, we’re focused on contributing to the wellbeing and happiness of people and the sustainability of the planet… We’re a lifestyle brand, and really wanted to create a space for the community to connect and enjoy themselves,” he said.
To this end, the Braamfontein store features a Motherland coffee bar, and any purchase in store will give customers two hours’ free Wi-fi access.
Virgin Mobile is located at 19 Melle Street, Braamfontein.
Details: www.plastispray.co.za
