Dutch retailer The Sting has opened its first UK store in the heart of London’s West End in the iconic former Tower Records store on Piccadilly Circus.

The 33,875 sq ft store, set over three floors, has been transformed over the past eight months and includes big screens on all floors showing brand films, music videos and film trailers. It includes a huge neon tube sign in honour of its first London location.

The young fashion retailer sells 25 European brands, which differ each season. It has 80 stores in four countries: Holland, Belgium, Germany and now the UK. It has sent invitations to its opening to 9,000 customers offering them 50% off purchases for its first two days of trade.