Leading U.K. music, DVD and games retailer HMV is bringing its new concept “next-generation" store to London after it was successfully trialled in other locations throughout the United Kingdom.

The store, located in White City, will be officially launched on Oct. 30 by London mayor Boris Johnson, who is opening the new Westfield shopping centre. The launch will also feature a performance by U.K. girl group The Saturdays.

The new look store sees HMV more closely align itself with the digital music market, giving customers access to digital services such as mp3 downloads via interactive digital kiosks.

The kiosks will hold over three million songs, which can be sampled before being purchased and transferred onto a USB or memory card, and will also play promotional trailers for new movies, TV shows and console games. The Westfield store is among the first in the chain to feature the kiosks.

The store will also feature a comprehensive range of home entertainment packages, an interactive games hub and a dedicated Blu Ray department, and be fitted with a number of LCD screens.

"We're very excited to bring our next-generation store concept to London, and to the Westfield Centre in particular, which I'm sure will prove a wonderful showcase for it," said HMV managing director Simon Fox in a statement. "The store will feature many elements of our retail blueprint going forward… which, combined with a fantastic range of 'physical' product, will serve to further underline HMV's growing credentials as the U.K.'s leading multi-channel retail specialist."