Chinatown London is a destination of choice for international technology brands. Earlier this year Wanyoo opened their first European store, and now Shaftesbury has welcomed Razer, the world’s leading lifestyle brand for gamers, who opened their European debut store on Saturday 14 December.
Hundreds of customers queued on the day to catch a glimpse of Razer’s largest standalone store in the world, and first in Europe. The two-floor, 3,700 sq ft store at 51-53 Charing Cross Road features a truly immersive gaming and shopping experience, appealing to Chinatown London’s tech savvy audience.
Founded in 2005, Razer has since established a global fanbase with over 70 million users of its software platform. Specialising in gaming technology, the brand has won several awards for hardware – including the first-ever dedicated gaming mouse – and boasts the world’s. largest gamer-focused ecosystem.
Andrew Price, portfolio executive at Shaftesbury, said: “Chinatown London is a reflection of East Asian trends, which includes the ever-growing influence of social gaming and technology upon lifestyle. As such, Razer is a great addition to Chinatown London’s offering, and we are delighted at the success of their launch last weekend. Razer joins the likes of Wanyoo, Monga, and Meet Fresh, as leading international brands who all chose Chinatown
London for their European debuts.”