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Razer Plunges Gamers into Darkness in London

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Sitting in semi-darkness while staring at a flashing screen may not be everybody’s idea of a good time, but if you’re gamer it is the stuff of which fulfilled days are made. With this in mind perhaps, the newly opened Razer flagship store will prove a mecca for the screens and console crowd.

Located in Soho’s Chinatown, the two-floor, 3,700 sq ft is, apparently, an ‘immersive gaming and shopping experience’, for which read a long, dark basement filled with terminals and neon green lighting, all acting as the backdrop for those who wish to sit and ‘play’. And if this is insufficient to set the mood, loud music provides another piece in the gamer’s day out jigsaw.

This is an environment that is very much targeted at a specific crowd and will prove popular with the faithful. For the rest of us, it’s a curiosity, but a well-executed one by one of the leaders in the physical and hardware side of the gaming sector.