X Factor boy band Union J performed a concert in a new Dixons Travel concept store to mark its opening at Heathrow Terminal 5.
Dixons Travel opened its first 'store of the future' at Gatwick earlier this month.
Dixons Travel partnered with Monster for Union J's performance, which took place today. They also held an exclusive meet and greet with fans after the show.
The new concept store will offer the latest tech and holiday essentials, feature a "future-facing layout which is more interactive and free-flowing", digital signage, a KNOWHOW service bar with technical support and advice, as well as 32-inch rear projection 'floating screens' placed over themed product tables.
The screens let Dixons update messaging when new and exclusive products are on display. Digital signage is also placed at the front of the store, allowing travellers to shop when the store is closed.
The store also offers a shelf space where shoppers can store their luggage. Customers can reserve and collect products by calling the store up to seven days before they travel, too.
Jeremy Fennell, Managing Director for Dixons Travel, said: “We have designed this store with the aim of offering an amazing customer experience in such a fast-paced environment. We are committed to being innovative at Dixons and are continually trialling new technologies, so we are excited to roll out this new travel store design.”
Dixons Travel plans to launch another concept store in Heathrow Terminal 2 which is set to open in June 2014. It's designed to "be more spacious and offer an elite level of customer service, paralleling the strategy for Dixons’ concept stores".
Here's a shot of the Dixons Travel Heathrow Terminal 5 store: