Tech giants move in as West End stores vanish
TECH giants are opening huge stores in the West End as business leaders predict the number of shops in the area could shrink by 20 per cent in less than a decade.
Microsoft and Google are among Silicon Valley’s biggest names to take over prime sites in the heart of Europe’s busiest shopping district, which has been hit by the increasing popularity of online shopping. Microsoft is preparing to open an European flagship store on Oxford Circus next year. It will occupy one of the West End’s grandest sites that was previously taken by United Colours of Benetton. Microsoft has taken a 10-year lease on the building and the attractions are expected to include interactive Xbox gaming expe- riences. Meanwhile, Google today launches its Curiosity Rooms pop-up store in Regent Street. It was previously occupied by Dutch fashion label The Sting, which quit the capital in April. The five-week venture will feature podcasts, food and the chance to watch one-off YouTube music events.
Jace Tyrrell, chief executive of New West End Company, estimated that a fifth of retailers could be lost to the area within “five to 10 years”. He added: “Retail and entertainment no longer stand alone but are integral to each other. Both luxury and high street brands are offering an in-store experience that is unique to the West End.”