It is an unusually warm summer night in London, and the courtyards of the bars and cafes in Soho are packed with people jostling to soak up the last few hours of sun.

Not so inside the three-storey Urban Outfitters store on nearby Oxford Street, where a long line of people are waiting to pay for their purchases. In spite of the evening’s humidity, they seem patient about waiting as they unconsciously tap their feet in time to the infectious beats of The Bang Gang Deejays filling the store.