Shaftesbury secures gaming brand’s European launch

Shaftesbury has signed gaming lifestyle brand Razer for its first European store. The brand will launch a 3,700 sq ft store, called RazerStore London, at 51-53 Charing Cross Road in Chinatown. It will open on 14 December. It will have two levels and features a “gamified” shopping experience with a playtest area, interactive lighting and screens for e-sports events.  Weekly tournaments, workshops and bootcamps will be hosted from the lower floor, which has a streaming booth, multiplayer player console stations and a LAN area with 10 “battlestations”. Christine Cherel, global director of RazerStores, said: “With its rapidly expanding gaming scene, London is a key city for our expansion plans.” Andrew Price, portfolio executive at Shaftesbury, said that the gaming industry is “a huge retail category in its own right”.  Founded in 2005, Razer has around 70 million users across continents on its software platforms.  To send feedback, e-mail pui-guan.man@egi.co.uk or tweet @PuiGuanM or @estatesgazette