Billionaire Richard Branson's Virgin Atlantic announced an extra perk for the well-heeled today, planning to entertain first-class passengers with a mid-flight commercial art gallery.
The firm said today it had sealed a deal with British street artist Ben Eine, best known for a series of colourful capital letters sprayed on shop shutters around London's Shoreditch neighbourhood.
The so-called Gallery in the Air launches in February.
The tax-dodging Virgin empire did not say whether patrons' purchases would be duty-free.
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