In its biggest retail project for many years, Exertis has turned the basement of Hamleys’ flagship Regent Street store into a 3,000 square foot interactive gaming space where gaming enthusiasts can try out the latest games and gaming equipment and get tips from Hamleys’ expert gamers.
London’s first dedicated multi-brand gaming space includes 13 themed play zones where visitors can try out games such as Forza Horizon 5, Fortnite, Gran Turismo 7, Rocket League and Minecraft and experience the latest gaming equipment, including Razer laptops and gaming rigs in the ‘Pit Stop’ racing area; consoles from Playstation, Nintendo and Xbox; and accessories from the likes of HORI and Turtle Beach.
By providing a more interactive, experiential shopping environment, Hamleys is hoping to become a serious player in the gaming category and turn its basement into a launchpad for new products and a destination for gamers of all ages. To this end it has also installed a Hamleys Streaming Pod, where visitors can record special content for streaming on social media.
Exertis Sales Director Jonathan Sutherland said: “This
initiative with the iconic Hamleys flagship store offers our vendors a brand-new route to market in a truly innovative space dedicated solely to gaming. The new in-store space gives Hamleys customers a unique shopping experience, where they can get hands-on with the latest gaming technology. Hamleys is famous for offering exciting shopping experiences – and this installation lives up to that reputation. The retail space covers the whole spectrum of gaming: console, PC, mobile and digital.”