Two years ago it opened three pilot showrooms, in Hackney, Hounslow and Maidstone, equipped with virtual tanks and the chance to take part in battlefield simulations. Their roll-out was intended to become a key plank in the Army's recruitment strategy, but critics claimed that they trivialised life in the armed forces.
The Hackney store closed this month; a sign on the shopfront directs visitors to a traditional local recruiting centre.
Army marketing director Colin Cook said the organisation had 'learned a lot' from the pilots. 'We are not pulling away from the concept of young people "touching the green" [meeting serving personnel]; it's a question of the way in which we do it. We will look at how we take it forward,' he said.
'There is a huge requirement for new recruits and we are not pulling away from marketing in any way,' added Cook.
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