Lincoln Park

This week, Virgin Mobile is opening its first branded retail outlet in Chicago's upscale Lincoln Park neighborhood. Unlike most wireless retail stores, the Virgin Mobile store presents a relaxed atmosphere, with comfortable chairs for customers to sit in while employees activate their new phones, charging stations, a phonograph where people are encouraged to play records (supplied by a neighborhood record store down the street). The feel, according to Ron Faris, Virgin Mobile's chief marketing officer, is more akin to that neighbor than of another big-box retailer further down the street.

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