Fans of Japanese videogame designer Suda 51 can now visit No More Heroes 2’s in-game clothing shop for real, as highly-respected Carnaby Street fashion label Chateau Roux has joined forces with videogames publisher Rising Star Games to create the first ever clothing store inspired by a videogame.
From today (May 28th) through until June 4th 2010, Chateau Roux’s independent shop based in Carnaby Street has been taken over by No More Heroes 2: Desperate Struggle and rebranded ‘Airport 51′, the in-game clothing emporium. A life-size model of Travis Touchdown, the game’s central character, will greet shoppers as they enter the store, which will see fashionistas mix with gamers, surrounded by items of clothing endorsed by Suda 51.
Chateau Roux is one of the country’s leading independent fashion labels. Favoured by artists like The Killers, Example and Biffy Clyro, the firm has a reputation for pushing the boundaries of style – including the “Shotguns in Soho” range of clothes, each peppered by genuine shotgun pellets.
“It’s very rare to see a game which is genuinely cool,” says Martin Defries, managing director, Rising Star Games, “but No More Heroes 2 is as much a style icon as Carnaby Street. The only other Airport 51 is in Santa Destroy within the fictional No More Heroes universe. That one may be quite difficult to pick up a new t-shirt from, so we’re hoping fans take a look at the store we’ve set up in London”.
“We’re delighted to be working with Rising Star Games on this innovative retail experience,” adds Greg White, creative director, Chateau Roux. “No More Heroes 2: Desperate Struggle has a sense of style that is unrivalled – who knows where this collaboration will take us?”
The re-created Airport 51 will be open for business from Friday 28th May – Friday 4th June and is located off Carnaby St at: Chateau Roux, 17 Newburgh St, London W1F 7RZ. Further information on Chateau Roux can be found at www.chateauroux.co.uk