The campaign, which will coincide with the official opening of the Megastore on 2 August, captures the idea of a "re-mastered London music landmark" by picturing bespoke record labels with copy written in the form of song titles.
In each of the four executions, the label contains an image of the Megastore building on Piccadilly. The headline reads: "London's music landmark." This is followed by either: "Re-mastered, re-issued or re-released Virgin Megastores."
It is the agency's first work since being appointed to the Virgin Retail creative account last month.
The media was planned and bought by Manning Gottlieb OMD and will include a takeover of Piccadilly Underground station, Tube card panels, 48-sheet poster sites and press ads in Metro and the Evening Standard.
The ads were created by Stuart Elkins and Graeme Cook.