Credit: Shaftesbury 
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Game Changer: Razer choose Chinatown London for European debut

Shaftesbury has announced that Razer, the world’s leading lifestyle brand for gamers, will be opening their debut European store. RazerStore London will open on 14 December in Chinatown London at 51-53 Charing Cross Road.

Founded in 2005, the company have designed and built the largest gamer-focused ecosystem of hardware – including the world’s first specialist gaming mouse – and have 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, has been designed in-house and features the full range of Razer products, promising to be a gamified shopping experience that caters to all levels of PC, console and mobile gamers. There will be dedicated displays for headsets, mice, keyboards, mouse mats, Razer’s fan-favourite Mercury and Quartz suites, Razer Blade laptops, console peripherals, mobile and streaming hardware, and accessories and apparel. 

Featuring an extensive playtest area for visitors to test the latest products in-game, a Razer Chroma lighting system will emulate the players’ actions. 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, added: “With its rapidly expanding gaming scene, London is a key city for our expansion plans. 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. From the interactive lighting and digital displays through to test bench areas and permanent gaming set-ups, the RazerStore London brings visitors a unique shopping experience and this location in the heart of London connects us perfectly to tech savvy shoppers and gamers looking for the best Razer has to offer.”

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. At Shaftesbury we are committed to reflecting leading global trends, balancing modernism alongside the traditional, to ensure Chinatown London continues to be an insightful aperture to the Far East.”

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