Two years ago, Razer opened its first U.S. brick-and-mortar retail store in downtown San Francisco for gamers to check out Razer gear firsthand and even host LAN parties with their friends. Although visitors can also buy Razer products in person, spokespersons have reiterated than the store was instead designed to buoy the Razer brand, increase awareness from passersby, and ultimately encourage users to browse for Razer products online.
It looks like the strategy may be working. If anything, the San Francisco location likely served as a test run to see if additional retail spaces would be worth investing. Via an official press release, Razer is ready to open its second and largest U.S. retail store to date in Las Vegas, Nevada within the LINQ hotel on the infamous Las Vegas Strip. This heavily trafficked area is direct across the street from both Caesars Palace and The Mirage hotels for maximum visual exposure.
With Razer being Razer, the 2400 square feet retail space will, of course, have a giant wall display consisting of 16 individual panels for live streams, broadcasts, and promotional videos. There’s no doubt that the flashy Razer brand and its Chroma colors will attract onlookers and fit right in with the Las Vegas nightlife when the store opens on September 7, 2019.
As for the annual Consumer Electronic’s Show, Razer may no longer need to rent floor space at the LVCC as they could simply host events and announcements at the brand new Razer store instead. The Razer CES booth has historically been too small and much too crowded which would make the dedicated two-story Razer space that much more appealing.