But such was the case when Blueprint’s Alphastar cabinets featured on the catwalk for the unveiling of the latest collection from the award-winning British fashion label JW Anderson which was held at Game Nation’s Las Vegas Arcade in London’s famous Wardour Street.

Ready-to-wear halter-neck tops made out of old computer keys, charmeuse lingerie lace-trimmed slips, and draped T-shirt dresses were the order of the day as models presented the acclaimed collections set against a bank of Blueprint’s Alphastar cabinets. 

With Vogue magazine describing the Soho venue as the place where ‘people go for the thrill of gaming the random fates of fortune’, Jonathan Anderson who founded the label in 2008 said the theme of his collection was ‘realism’ and a ‘transient moment in time.’

Eric Doherty, Retail Development Director at Game Nation said: “Since launching in 2008 Jonathan Anderson has picked-up virtually every award going including Emerging Talent of the Year (2012), New Establishment Designer (2013), Menswear Designer (2014 and 2015) and British Designer (2017). 

“It was fascinating watching the day’s events unfold and I have to say the gaming floor and environment looked outstanding. We pride ourselves on offering customers the very best gaming experience available which means having the very best cabinets such as the Alphastar which complement the look and feel of the venue.”

David Purvis, Managing Director of Blueprint Operations confirmed: “Our customers are supreme retailers and it’s our job to complement the customer experience in the design of our cabinets. 

“Huge credit should go to the team at Game Nation for participating in London Fashion Week and representing the industry so brilliantly.”