The largest Waterstones branch to be opened in London in a decade began trading on Friday (11th December), featuring a bar, cinema and mezzanine level.
The company's manager Zain Mahmood received the keys to the Tottenham Court Road branch last Monday (7th December) and a team of tens of booksellers pooled from across the capital pulled 16-hour days working from 7am until 11pm stacking books on shelves to get the store ready in time for opening for the second to last shopping weekend before Christmas.
Zain Mahmood at the new Waterstones Tottenham Court Road.
The 7,000 sq ft store is the largest Waterstones branch to be opened in London in the last decade and stocks 50,000 different titles and 120,000 units.
Waterstones Tottenham Court Road opened for trading on Friday 11th December.
The three-storey space has a "retro" appeal playing to the nearby Soho and British Film Institute (BFI) crowd, with crisp wooden floors on the ground level giving way to exposed industrial concrete in the basement, where the bar and pop up cinema are situated, seating around 60 people. The shop will also sell vinyl and DVDs.
The shop stocks 50,000 different titles.
Luke Taylor, retail manager for London, said: "We wanted to create a special space that felt quite different. The BFI head office is just around the corner, so we have looked at how to incorporate that crowd and pull them in, and the result is books and film together in this store."
The ground floor houses the front-of-store fiction, children's and a large non-book section, while the mezzanine level, where another cafe is situated, has the company's largest fiction range outside Waterstones Piccadilly. The basement floor is home to the the non-fiction stock, along with a bar and cinema and event space that will hold around 200 people standing.
The new Waterstones contains a bar and a cafe.
Mahmood said: "This feels like a different store to the other ones we have in London. The customer reaction so far has already been good and we hope to have a good Christmas, fingers crossed."
The shop will be staffed by 15 booksellers and the first book sold on Friday was Paula Hawkins' The Girl on The Train (Doubleday).