Gaming lifestyle brand Razer opens its debut European store
Shaftesbury has welcomed Razer, a lifestyle brand for gamers, who opened their European debut store on Saturday 14 December.
The two-floor, 3,700 sq ft store at 51-53 Charing Cross Road features an ‘immersive gaming and shopping experience’, and hopes to appeal to Chinatown London’s tech savvy audience.
Razer has established a global fanbase since its launch in 2005, with over 70 million users of its software platform.
Andrew Price, Portfolio Executive at Shaftesbury, said: “Chinatown London is a reflection of East Asian trends, which includes the ever-growing influence of social gaming and technology upon lifestyle. As such, Razer is a great addition to Chinatown London’s offering, and we are delighted at the success of their launch last weekend. Razer joins the likes of Wanyoo, Monga, and Meet Fresh, as leading international brands who all chose Chinatown London for their European debuts.”