thebiginterview
Has Hamleys had a gaming zone before or is this a totally new experience? If so, how? Jonathan Sutherland: Yes, there used to be a game concession – however the new zone has now increased Hamleys’ proposition to their gaming customers to be best-in-class. We are so proud of the project, and how, together, we’ve harnessed the interests of current and future gamers, and given them a zone in which to explore, learn and engage.
Can you tell us more about Hamleys Gamers? Jonathan Sutherland: In partnership with our vendors, we’ve carried out a comprehensive staff training programme to the Hamleys Gamers, to give them the skills required to enable improved assisted selling and education to the consumers, so they feel confident in what they are buying and what its best suited to their gaming needs.
Can you tell us more about the new gaming zone in Hamleys basement and why this partnership is so important? Jonathan Sutherland: We’re thrilled to have devised and designed the new gaming zone in Hamleys’ lower ground floor. Our team has overhauled the area to create a re-imagined and fully immersive visitor experience, and it’s in fact the only dedicated multi-brand gaming space in London. Hamleys approached us to rejuvenate this space, and the project
demonstrates our true value-add for both our vendors and the retailer itself. Due to the retail landscape changing, and the shiſt to online shopping, there’s an ever-decreasing opportunity to get a hands-on shopping experience – however, in the gaming arena, immersive experiences are key for gaining a full sense of how a product looks, feels and interacts with each individual. From conception to launch, we worked closely with Hamleys and
our vendors to bring our combined visions to life, culminating in a launch event.
Rob Fitzsimons: Te space is innovative and offers our vendors an entirely new route to market in what is the busiest toyshop on the planet. Not only is the gaming zone a new opportunity for us and our vendors – it is an unrivalled hands-on experience for customers and is something that our team alongside the people at Hamleys worked hard to materialise. Te Hamleys and Exertis partnership is, as a result, tremendously beneficial; not just between the two partners, but for vendors and consumers as well.
What innovations does it integrate to maximise the user experience? Jonathan Sutherland: Razer esports is at the centre of the zone, where customers can get hands on with the latest Razer technology, for example, laptops, mice and gaming chairs. Te Pit Stop area brings together gaming chairs, steering wheels
and the best driving games to allow customers to become fully immersed in the experience of racing – a genre which is buoyant – with tech from brands such as Hori. Customers can get hands-on with elite controllers, headsets and
consoles from Xbox and Turtle Beach, and also learn about the value of Game Pass.
www.pcr-online.biz June 2022 | 21
“Technology moves so fast and has to be enjoyed hands-on – questions, which cannot be answered remotely are: “what does the keyboard feel like? How does the mouse move? How does a curved screen benefit my experience and enjoyment of a game?”
Tell us more about Hamleys Streaming Pod, what does this offer? Jonathan Sutherland: Tis space is ideal for the budding YouTubers, TikTokers and Twitchers of the future – the streaming space educates consumers about how to present and stream online, and the technology required to make content production and streaming as seamless as possible.
Rob Fitzsimons: Te Hamleys Streaming Pod is at each visitor’s disposal and allows gamers to capture streaming content on-the-go in the coolest of settings downstairs there at Hamleys – in amongst top-of-the-range gaming chairs, tech, and a blacked-out, high contrast interior design.
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