The new opening – a permanent fixture following a previous pop-up space – taps into the soaring popularity of video games during the pandemic, as people found distraction, and community, on the other side of the screen. In 2020, 62 per cent of UK adults played some form of video game, many of whom had never picked up a controller before.
Bringing this community together IRL is central to the ethos behind PlayHouse. ‘It’s clear that gaming became something that brought joy to people and families, and connection to one another,’ says Smartech co-founder and CEO Nathalie Bernce. ‘It has shown that many have found a new outlet for much-needed contact in isolation.’
Products from 85 next gen makers will be showcased, creating a new platform for people to try and discover products before they buy. The launch takes place as part of a larger transformation of the technology department at the Oxford Street store, with a move towardsDesigned to encourage and inspire play, the space has highly instagrammable features, including pastel-hued arches and interactive playbooths.
It’s this blend of the physical and digital experiences that holds the key to the future of gaming, according to Bernce. ‘More than ever, people crave human connection, playful experiences and to discover new things.’ §