Belong by GAME
The project was to convert the lower level of the House of Fraser footwear department, Oxford Street, London, to the UK’s largest gaming arena and home to GAME’s UK flagship store. The fit-out included the demolition and the rebuilding of walls and floors, new entrance area from HoF, food & beverage zone, toilets, decoration and all associated joinery.
- Client –Belong by GAME
- Duration – 7 weeks
- Consultant – RPS Group
- Architect - Fontwell
- Start on site – October 2019
- PC Date – December 2019
The global gaming industry has now reached more than a decade of double-digit growth, but the esports niche is expanding at an even faster rate. 2019 marks a major milestone for the global esports market, which will exceed the billion-dollar revenue mark for the first time, reports suggest further growth of nearly 80% growth by 2022.
Video Credit - Belong
Belong by GAME
Opening in December 2019 in House of Fraser on Oxford Street, the 7,500sq ft gaming arena as a joint venture between retailer Game and Belong, the latter of which already runs a large number of such arenas (20+) across the UK.
The Belong Gaming Arena located at 318 Oxford Street on House of Fraser’s lower ground floor, comprising of over 100 PCs and consoles set up permanently for competitive and casual gaming.
Oxford Street also sees a first for Belong, with the creation of a ‘pro room’ which is designed for professional esports teams, competitions and practice events. There is also a dedicated food and beverage area, streaming stations, and a pair of gaming rooms which can be booked for parties or functions.
Appointed as the main fit-out contractor Sigma, following the completion of the House of Fraser office re-fit, Sigma transformed the previous House of Fraser footwear department, spread over two levels in only 7 weeks, to what is now the UK’s largest gaming arena of 7,500 sq ft including the fit-out of the new flagship GAME store, located on the upper level.
It was of significant importance that this scheme was completed and handed back to the client before Christmas 2019. With this in mind Sigma carried out initial surveys, design and phasing to get to site within 4 weeks to ensure that this could be achieved. Deliveries too were phased around the clock to ensure a timely completion whilst also factoring in the challenges of working on Europe's busiest shopping street.
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