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Razer Debuts in London

Its immersive design blurs the line between the digital realm and reality




Razer recently debuted its first global flagship store in London. The lifestyle brand for gamers is set in a two-story locale, laden in dramatic black and concrete, and features chroma-change lighting that lends to the space’s mystique. London-based YourStudio collaborated with Razer and Crombie Design in Singapore to develop the immersive experience. Gamers are able to access retractable drawers with product, encouraging discovery and play. It also includes an e-sport mini-area and a gaming consultation zone. The overall intent was to make guests feel as though they’re in a digital world, using lighting and texture to blur the lines between reality and fantasy.

Photography: Marcus Peel, London



MasterClass: ‘Re-Sparkling’ Retail: Using Store Design to Build Trust, Faith and Brand Loyalty

HOW CAN WE EMPOWER and inspire senior leaders to see design as an investment for future retail growth? This session, led by retail design expert Ian Johnston from Quinine Design, explores how physical stores remain unmatched in the ability to build trust, faith, and loyalty with your customers, ultimately driving shareholder value.

Presented by:
Ian Johnston
Founder and Creative Director, Quinine Design

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