Every year, close to 20 million people visit London. If they are heading to the heart of the capital, then they will normally have three things on their mind: Historical monuments, catching a show and exploring one of the best shopping experiences in the world. The brand-new Razer store opened at 11am on Saturday 14th December 2019 in Charing Cross Road and the queues started as early as 7am. KitGuru was invited along to an exclusive VIP preview and here’s our report.
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The entrance to the Razer store is less than 50 metres from Leicester Square station and it’s quite a bit different from anything you might have seen in stores like PC World. We spoke with Store Manager Simon about what the store has to offer.
“We want to have every product, in store, and available for gamers to experience before buying”, he explained. “I’ve run large retail stores in the past, but nothing like this. Everything with the Razer store is all about the experience and customer interaction. Whether you want an affordable replacement headset or a £3,500 laptop, we’ve got it in house and in stock”. With close to 4,000 square feet of space, it’s certainly impressive.
As General Manager for Europe, Marco Chillon (pictured below) is responsible for delivering on Min-Liang Tan’s global vision into each of the local European markets. He told us that Razer opened its first store in Taipei back in 2015 and have since opened several others in locations like Singapore, Vegas and San Francisco. With each one, they learn more about how to craft the experience and then make improvements.
The design is such that it will have a massive front window, which allows you to see clear into the store, making it perfect for launch events in the future. We asked about possible AAA game launches happening in the Razer store, but were told that (for now) it would be 100% focused on Razer.
On the day, there will be celebrities turning up like Syndicate, Pyrocynical and Hat Films. If you want to get in on the action (opening day only, December 14th), then you need to register on Eventbrite over here.
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KitGuru says: If you were in the market for Razer kit, then the chance to ‘try before you buy’ could be very tempting.