"Twenty five people squeezed into the old-school Mini at the new Virgin Mobile concept store in Braamfontein under the watchful eye of the media, the public, several officials, and Sir Richard Branson himself," spokeswoman Natasha Kleyn said in statement.

Virgin Mobile on Wednesday achieved a Guinness world record for the most number of people crammed into a Mini Cooper, the company said.

"Twenty five people squeezed into the old-school Mini at the new Virgin Mobile concept store in Braamfontein under the watchful eye of the media, the public, several officials, and Sir Richard Branson himself," spokeswoman Natasha Kleyn said in statement.

The new store is said to feature a mixture of British heritage and strong Johannesburg influences. As a way to celebrate the launch of the store, the company said it wanted to bring the world record title to South Africa from the United Kingdom.

"The previous record for 'Most people crammed in a Mini Cooper' (classic model) is 23 and was achieved by Danielle Maynard and the David Lloyd Divas (UK) on 15 November 2012," she said.

The Mini will be used as a photo booth for customers visiting the store.