iPhone 6 plus stuck with apple logo, won't turn off!

I got my new iPhone 6 plus today. I set it up as a new phone I couldn't restore from backup as I needed iOS 8.1 to restore the backup of my 5s.

So after upgrading to 8.1 I reset my 6 plus to restore the backup and now its stuck on the apple logo.

I can't turn it off to get it into recovery mode, I've tried holding the home and power buttons, the device appears to restart, after a few minutes it flashes on a red screen for a split second then its back to the apple logo. I've restarted multiple times and same thing keeps happening.

iTunes won't recognise the device so I'm really at a loss to what I can do from here. Can't get into my local Apple genius bar until Wednesday and I'd really like it sorted before that.

Thanks for any help you guys can give.