Gaming lifestyle brand debuts first European store in London
Shaftesbury has announced that lifestyle brand for gamers, Razer, will be opening its debut European store, RazerStore London, on 14 December in Chinatown London.
Founded in 2005, the Razer has approximately 70 million users across continents on their software platforms. The RazerStore London is the largest of Razer’s store so far and the first in Europe.
The new 3,700 sq ft store, set across two levels features the full range of Razer products, and promises to be ‘a gamified shopping experience that caters to all levels of PC, console and mobile gamers’.
The store will feature an extensive playtest area for visitors to test the latest products in-game. An array of wall-mounted screens will display eSports events and live streams to provide a truly immersive gaming and shopping experience. Weekly tournaments, workshops and bootcamps will be hosted from the lower floor, which features a streaming booth, multiplayer player console stations and a LAN area with ten battlestations.
Christine Cherel, global director of RazerStores, commented: “The new RazerStore London will be the number one destination for gaming and technology fans looking to experience the latest Razer has to offer, in an environment created to showcase our products in an engaging, immersive way.”
Andrew Price, portfolio executive at Shaftesbury, said: “Razer is recognised worldwide as a leading innovator for gaming and technology. The gaming industry is a huge retail category in its own right, and the RazerStore will perfectly complement Wanyoo Café – the eSports giant who also chose to open their first-ever European store at Chinatown London.”
