The gaming industry is fast-growing – expect experiential spaces to follow

London – Gaming takes place everywhere, from crowded 5pm metro trains swarmed with zombie-fied Candy Crushers to the high-tech desktop set-ups of avid gamers. The sheer accessibility of the activity from mobile to PC to console has established proliferating market demand that, in 2019, amounted to 138.2 billion euros in global spending with a year-on-year increase of +9.6 per cent. There were 7.7 billion people in the world as of October 2019 (according to United Nations estimates); 2.5 billion of them are gamers, reports industry specialist Newzoo.

This context makes it much less surprising that over 2,000 fans queued up outside the first flagship from gamer lifestyle brand Razer upon its opening in London. Local experience design agency YourStudio worked alongside Razer’s team and Singaporean studio Crombie Design to develop a retail environment for the ‘next generation’ of gamers – GlobalData anticipates that this generation could very well turn the industry into a 272.3-billion-euro one by 2025. The Razer space, comprised of a series of immersive areas developed to turn young consumers into loyal customers, predicates this development.

Interestingly enough, Newzoo outlines that console gaming is growing at a faster rate than mobile gaming, the segment which currently tops the market. Considering the extra equipment necessary for this kind of gaming, Razer’s move to have a flagship space is even further warranted – at its location, people can test the hardware, visit dedicated consultation zones and play newly released games. ‘The design intends to gamify guests’ shopping experience,’ explains a spokesperson for YourStudio, ‘With interactive light installations that blur the boundaries between the physical and the digital.’

A greyscale palette, concrete surfacing and a framework of grid-like lighting define the interiors, ‘giving guests the experience of being inside the digital world’. A series of plinths showcasing hero products – to be consistently refreshed – greets guests, leading to an exhibition wall extending the entire length of the store. Below, ‘anatomical’ descriptions of the key products educate customers on the offer. Deeper into the retail realm, they can find the areas for consultation and play.

Razer understands, though, that today the retail experience need not completely revolve around product. An e-sports arena has been built in the basement, a space for the gaming community to come together for a regular programme of talks and events.

Location 7, 53 Charing Cross Rd, London WC2H 7PZ, United Kingdom

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