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Brief Published: 5 Feb 2020

Razer Opens Next-Gen Gaming Flagship, London

Razer's London flagship

US gaming manufacturer Razer has unveiled its first European flagship, tapping into the ongoing convergence of retail and media by blending a shop floor with a testing lab and competition-ready gaming zone. Playing host to weekly tournaments and boot camps, it’s a temple of interactive cross-industry entertainment.

The 3,700 sq ft space on Charing Cross Road, central London, is intended to immerse visitors in a digital world, gamifying their experience. Black and greyscale walls are defined by gridded chroma-change lighting (a signature of Razer hardware) while interactive light installations are intended to blur the divide between the physical and digital.

Designed by London-based agency Your Studio and Singaporean design consultancy Crombie Design, the shop-floor features an exhibition-style shoppable wall running the length of the store. Hardware such as headphones and consoles are displayed beneath screens, which depict product features via anatomical-style drawings.

The gaming zone comprises connected consoles, battle stations and an enclosed streaming booth to enable customers to stream their own gameplay, a nod to the corporate support of the individual explored in Brand-of-Me Maisons, profiled in Brand Spaces: 11 Trends & Opportunities, 20/21. The zone will accommodate a regular programme of talks, tournaments, workshops and bootcamps.

Your Studio co-founder and creative director Howard Sullivan described Razer to Stylus as: “a mysterious and magnetic retail paradise that immerses gamers and esports enthusiasts in [its] world. The multisensory world of gaming is brought to life in a space that blurs the digital and physical.”

As the line between retail and media blurs, crossover spaces which capitalise on pop-cultural connections will become more valuable, fuelling retail’s adoption of ticketed/bookable experiential brand time. See Supersized Experiential in Retail Expo 2019 and Retail-Media Playscapes & Bookable Experiential in Brand Spaces: 11 Trends & Opportunities, 20/21.

See also The State of Esports and the section IRL Zones: Lifestyle Festivals & In-Store Hangouts in Making Scenes, part of our Spotlight Trend Dynamic Youth: Gen Z.