The PC World and Currys store on Tottenham Court Road will open at 00.01am on Friday to mark the launch of Microsoft's Windows 8 OS.
As part of its "exclusive" early opening, the retail group's store in central London will put up a 60-inch screen with video showing off Microsoft's touch-based Windows 8 OS.
"This is a major new development in computing technology, and we are expecting really strong sales of Windows 8 products in the run-up to Christmas and beyond," Ben Lovett, spokesperson for Currys and PC World, said in a statement on Monday. "The team at our Currys and PC World store on Tottenham Court Road is anticipating a long queue outside the store throughout Thursday evening."
The company said it would be offering discounts on four HP laptops running Windows 8 to customers who attend Friday's launch.
Friday not only sees the arrival of Windows 8, but also Microsoft's Surface tablet. The cheapest version of Surface — the 32GB model with no Touch Cover keyboard — has apparently already sold out in the UK on pre-order. Windows Phone 8 is set to follow with a launch on 29 October.
PC World on Tottenham Court Road has opened its doors early before — it stole a march on the Apple Store in March by opening at midnight for the launch of the iPad 3, although the queue on that occasion formed only an hour before opening.