Techcrunch.com — Razer, the billion-dollar firm often labeled the Apple of PC gaming, is finally opening its first concept store in the U.S. this weekend. The company already has three locations in Asia — Taipei, Manila and Bangkok — and its first store in the U.S. will be located at the Westfield San Francisco Centre. Razer is throwing a party to mark the opening, which will see CEO Min-Liang Tan and special guests like Xbox’s Major Nelson stop by to meet and chat with fans.
If you’ve never been to a Razer concept store, then you’re in for a treat — even if you’re not the kind of hardcore gamer who is intimately aware of the company’s products.
We stopped by the Bangkok store when it opened last year and were suitably impressed. They are designed to be spaces where gamers can meet friends, hang out and, of course, play games. Visitors can buy Razer merchandise and products, but there are no sales staff pushing products down your throat — the onus really is on experiences and there’s no time limit so you can stay and geek out on games for as long as you want.
The opening party in San Francisco starts at 10:00 on Saturday morning — you can find more details on Razer’s Facebook page or via this press announcement. When we met Tan in Bangkok last year, he told us that Razer was working to open concept stores in the U.S. and across Europe, so, if you’re not in San Franisco, the experience may yet come to a city near you soon.
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Interesting to see Razer opening its first US concept store. The focus on creating a space where people can hang out, try products and play rather than just shop makes a lot of sense for a brand like theirs. Those experience-driven stores often feel more inviting.
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