Virgin Mobile opens its flagship store in Riyadh in the presence of Richard Branson
In a strategic move reflecting the development of the telecommunications and information technology sector in Saudi Arabia, Virgin Mobile Saudi Arabia opened its new flagship store in the Sulaimaniyah district of Riyadh. This opening marks a significant milestone for the company under the umbrella of Beyond ONE, a leading technology, media, and telecommunications group, reaffirming its unwavering commitment to supporting digital transformation and delivering exceptional user experiences.
Global launch with Richard Branson in attendance
The grand opening ceremony, held on January 28, 2026, was attended by a distinguished group, including Sir Richard Branson, founder of the Virgin Group, along with a select group of Beyond One executives, media representatives, and influencers. Branson's presence underscores the importance of the Saudi market as a top investment destination for global brands, particularly given the stimulating competitive environment created by the Kingdom's Vision 2030.
A new concept for customer experience: the silent tunnel
The new store boasts an innovative design that transcends the traditional concept of a telecommunications service center, focusing on delivering a "physical" experience that blends the physical world with digital solutions. A highlight of the store is the "Silent Tunnel," a unique space designed to allow visitors to temporarily disconnect from digital noise and regain mental equilibrium. This initiative reflects the brand's philosophy that true connection begins with connecting with oneself, thus offering a healthy approach to technology use.
Supporting the goals of Vision 2030
This expansion of Virgin Mobile's operations aligns with the goals of Saudi Vision 2030, which aims to build an advanced digital society and improve quality of life. By investing in customer experience infrastructure, the company contributes to raising service standards in the vital telecommunications sector and enhancing competitiveness, ultimately benefiting the end consumer.
In this context, Ya’rub Al-Sayegh, CEO of Beyond One in the Kingdom, stressed that the store is not just a sales outlet, but rather an embodiment of the group’s belief in the Kingdom’s digital future, noting that the design and services were centered around customers’ desires and modern preferences.
A legacy of continuous innovation
For his part, Sir Richard Branson recalled the brand's history of creating spaces that bring people together since the launch of Virgin Records in the 1970s, expressing his delight at seeing this spirit revived in Riyadh decades later. The new store is a model of innovation in the retail sector, combining bold design, seamless digital services, and a welcoming environment, further cementing Virgin Mobile's position as a key player in the region's growing telecommunications landscape.
