Tonight see’s Nokia swinging open the doors of it’s brand new London store and, within spitting distance of Oxford circus and ideally situated to taunt Apple Store employees, it is quite a stunner.

Whilst our lady-friends distracted the guard on the door, we snuck inside for a cheeky look around. The whole place is broken into zones depending on the type of device on display, with multimedia, style, essentials and business all getting dedicated space. Down the back you’ll find a cheeky little Vertu room where those in the know, and the money, can pick up one of the finest concierge contracts in the world.

Head upstairs and you’re treated to a relaxing space dubbed “discovery”. Here an elite brigade of highly trained staff will hook up your new device, transferring content from your existing phone before helping you get your head round the new functionality on offer. They’ll also show you how to hook it up to your PC, or Mac.

The other side of the upstairs sports a lecture theatre where you can learn about the latest mobile tech and how to get the most out of your phone.

You can buy any device in store SIM free or on a contract with Vodafone and Orange (apparently other networks are to follow).

The whole store is WiFi’d up so you can get online easily and upstairs you can even plug your device into TVs to see your ickle screen on the big screen.

At midday tomorrow punters will be poring in the doors to get their hands on the new kit. Meanwhile a select group of press and liggers will be rubbing shoulders with the likes of Jaime Winstone, Dizzy Rascal and some footballist from Spurs. Fashion snapper Rankin was also supposed to be present, but he’s out of town.