This has got to be one of the coolest ways to promote the release of a video game ever! To celebrate the release of the Wii game No More Heroes 2 on May 28th, Carnaby Street fashion label Chateau Roux has joined forces with publisher Rising Star Games to create the first-ever clothing store inspired by a game. From May 28th until June 4th 2010, Chateau Roux’s independent shop based in Carnaby Street has been taken over by No More Heroes 2: Desperate Struggle and rebranded “Airport 51”, the name of the in-game clothing emporium. A life-size model of Travis Touchdown, star of the game, will take pride of place in the store’s entrance. The shop will be stocked with items of clothing endorsed by the game’s designer, the legendary Suda 51. Here’s Martin Defries, managing director, Rising Star Games, talking about the new store: “It’s very rare to see a game which is genuinely cool. But No More Heroes 2 is as much a style icon as Carnaby Street. The only other Airport 51 is in Santa Destroy within the fictional No More Heroes universe. That one may be quite difficult* to pick up a new t-shirt from, so we’re hoping fans take a look at the store we’ve set up in London.” Fans wanting to visit the real-life store will find it at the following address: Chateau Roux, 17 Newburgh Street, London WIF 7RZ.