Why tech giants are rapidly moving in on London’s West End

Earlier in July, Microsoft opened its first European store on Regent Street, marking the peak of 12 months of tech takeovers in London’s West End. Traditionally the heart of high street fashion, luxury designers and theatre, tech brands have rapidly moved in, and the West End now boasts the headquarters and retail outlets of the world’s top tech giants. Along with Microsoft, brands that were once online-only, such as fast fashion e-tailer Boohoo.com, luxury retailer MatchesFashion and checkout-free Amazon Go have all chosen the West End to open their first physical stores during the past 12 months. But why are