VIRGIN ATLANTIC BRINGS FESTIVE GLAMOUR TO SOMERSET HOUSE ICE RINK

Virgin Atlantic is returning as a partner of SKATE at Somerset House, bringing festive flair to central London from 11 November to 10 January. The collaboration promises a stylish winter experience, inviting Londoners and visitors alike to combine ice skating, fashion and seasonal celebrations in one iconic setting.

As the festive season begins to sweep across the capital, Virgin Atlantic is once again joining forces with SKATE at Somerset House, promising what it describes as the city’s “most stylish spin yet” and transforming one of London’s most iconic winter attractions into a celebration of fashion, travel and seasonal cheer.

The airline announced its return to the partnership with Somerset House’s renowned ice rink, which will welcome skaters from 11 November until 10 January. Situated in the historic courtyard of the Grade I-listed building, the rink has long been regarded as one of London’s premier winter destinations, attracting thousands of visitors each year.

This year’s collaboration aims to bring a touch of holiday inspiration to the heart of the city. Virgin Atlantic is positioning the experience as more than just a traditional skating outing, encouraging visitors to embrace a sense of glamour and adventure throughout the festive period.

In promotional material released this week, the airline invited guests to think of the attraction as a journey “from rink to runway”, blending the excitement of winter sports with the stylish atmosphere for which both the carrier and Somerset House are known. The message reflects Virgin Atlantic’s broader brand identity, which has often emphasised innovation, individuality and a flair for memorable experiences.

The partnership comes as London’s festive attractions prepare to welcome both residents and tourists seeking seasonal entertainment. Ice skating has become a firmly established part of the capital’s winter calendar, with Somerset House’s rink occupying a special place among the city’s annual celebrations. The striking backdrop of the neoclassical building, combined with music, lights and winter-themed experiences, helps create a distinctive atmosphere that draws visitors from across the UK and beyond.

For Virgin Atlantic, the association offers another opportunity to connect with consumers outside the traditional travel environment. By aligning itself with a high-profile cultural and seasonal event, the airline can engage audiences during a period often associated with family gatherings, leisure activities and holiday travel.

The collaboration also highlights the continuing appeal of experiential partnerships, where brands seek to create memorable moments rather than relying solely on conventional advertising. As consumers increasingly look for immersive experiences, events such as SKATE at Somerset House provide a platform for companies to build stronger emotional connections with their audiences.

With the rink now open for the season, Londoners are being encouraged to lace up their skates and embrace the festive spirit. Whether visitors are seasoned skaters or first-time participants, organisers hope the combination of ice, style and seasonal magic will make this winter’s attraction one of the most memorable yet.

As the countdown to Christmas gathers pace, Virgin Atlantic’s invitation is simple: head to Somerset House, step onto the ice and enjoy a celebration of winter in one of London’s most elegant settings.