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 at51-53Charing 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.”
ENDS
For further information please contact a member of the Aver team:
Amanda McNally - amandamcnally@averpr.com
Daniel Bleach - danielbleach@averpr.com
Harriet Shaw - harrietshaw@averpr.com
Chinatown London
China is changing and traditional values are being complemented by new ideals and trends, inspired by other parts of the Far East and the West. This is influencing what Chinese people and visitors expect in Chinatown. Shaftesbury understands this and is experiencing directly the evolution of China, spending time in its cities to see, taste and hear what is happening first hand.
Whilst inherently Chinese, under Shaftesbury’s long-term curation and partnership with the community, Chinatown is evolving to reflect the changes occurring in the Far East, creating is a mix of tradition and modernism that makes cities such as Shanghai, Beijing, Tokyo and Seoul some of the most exciting places in the world. Centrally located and one of the best-connected destinations in the capital, Chinatown is served by many underground stations and will benefit from the Elizabeth line opening in late 2019.
中国城
中国正在经历翻天覆地的变化，而在东亚其它地区和西方的影响下，中国的许多传统价值也正在和新的理念与潮流相融合。这样的变化也在影响着中国人与其他地方游客对中国城的看法与期待。Shaftesbury对这样的趋势有着深刻的理解，而且也对中国的高速发展有着直接的体会。在过去的一段时间里，Shaftesbury的一些员工被派往中国，亲自去观看、去品尝、去倾听今天中国的脉搏。
虽然伦敦中国城本质上还是中国传统的延伸，但在Shaftesbury长期的精心策划与管理下，并且在与当地社群的合作下，中国城正在成为反映亚洲巨变的一面镜子。如今，中国城和上海、北京、东京、首尔等等许多令人激动的亚洲城市一样，成为了一个传统与现代相互碰撞、相互融合的地方。
Shaftesbury
Shaftesbury owns and manages a 15.1-acre property portfolio in the liveliest parts of London's West End. Focused on restaurants, leisure and retail in the highly popular, sought-after and prosperous locations of Carnaby, Seven Dials and Chinatown, together with substantial ownerships in East and West Covent Garden, Soho and Fitzrovia.
The portfolio comprises 599 shops, restaurants, cafés and pubs, extending to 1.1 million sq. ft., 599 apartments and 0.5 million sq. ft. of offices. All our properties are close to the main West End Underground stations, which currently handle c 228m passenger’s p.a., and are within ten minutes’ walk of the two West End transport hubs for the Elizabeth Line, at Tottenham Court Road and Bond Street, which projections indicate could be handling 200 million passengers annually.
有关Shaftesbury
Shaftesbury在伦敦最有活力的西区（WestEnd）拥有、管理的地产组合总面积达到15.1英亩。这些以餐饮、娱乐和零售为主的地产组合集中于卡纳比大街（Carnaby）、七晷区（Seven Dials）和中国城（Chinatown）区域。同时，Shaftesbury在科文特花园（Covent Garden）东、西两侧、Soho区和菲茨罗维亚区（Fitzrovia）也拥有大量地产。
Shaftesbury的地产组合包括共599家商户、餐厅、咖啡厅和酒吧，总面积达到110万平方英尺；此外，Shaftesbury还拥有599间公寓和50万平方英尺的办公空间。Shaftesbury的地产不仅全都毗邻伦敦西区的各大地铁站（年客流量达到2.28亿），同时紧邻横贯城铁“伊丽莎白线”（Elizabeth Line）上两个西区交通枢纽站——托特纳姆法院路（Tottenham Court Road）站和邦德街（Bond Street）站均在步行10分钟范围内。据预测，这两个枢纽站每年的接待能力可超2亿人次。
ABOUT RAZER
Razer™ is the world’s leading lifestyle brand for gamers.
The triple-headed snake trademark of Razer is one of the most recognized logos in the global gaming and esports communities. With a fan base that spans every continent, the company has designed and built the world’s largest gamer-focused ecosystem of hardware, software and services.
Razer’s award-winning hardware includes high-performance gaming peripherals and Blade gaming laptops.
Razer’s software platform, with over 70 million users, includes Razer Synapse (an Internet of Things platform), Razer Chroma (a proprietary RGB lighting technology system), and Razer Cortex (a game optimizer and launcher).
In services, Razer Gold is one of the world’s largest virtual credit services for gamers, and Razer Fintech is one of the largest online-to-offline digital payment networks in SE Asia.
Founded in 2005 and dual-headquartered in San Francisco and Singapore, Razer has 18 offices worldwide and is recognized as the leading brand for gamers in the USA, Europe and China. Razer is listed on the Hong Kong Stock Exchange (Stock Code: 1337).