One Direction World at the O2

It sells sets of fake nails with teenage boys’ faces on them for £10; lifesize cardboard cutouts of same boy band members for £30, and branded onesies for a whopping £80.

Add to that it’s a glorified street stand tucked away in a corner of the O2 which drew 22,000 people through the door in its first week, and you have One Direction World.

Around 1.30pm turns out to be a good time to visit as there are a few wild-eyed 1D obsessives milling around to explain why they’re here without the crush which apparently builds up before gig time – a nice, respectable 6.30pm.

Linda Collins has brought her daughter Molly, 11, and friend Joanne Kessell, 29, the 300 miles from Cambourne in Cornwall to visit the shop and see the boys in action in that evening (April 4).

It may not have been the way Mrs Collins would have chosen to celebrate her 42nd birthday that day, but as she admits: “I think my arm was twisted.”

The arm-twister in chief is swaddled in so much merch – hat, scarf and bag to name a few – it is hard to actually pick her out beneath it all as she cheerfully dumps poor Mrs Collins in it again by hinting at her regard for a certain 19-year-old lothario. 

Molly tells me: “My mum has said she does like Harry.

“He’s my favourite: I just think he’s lovely and I chose him.”

At the other end of the spectrum is Elizabeth Kwenortey, 14, from Clapham whose three-year gap on Molly seems like an age.

She said: “One Direction are really hot but I hate their music; I absolutely detest it.

“The fans hate their managers and there is a conspiracy that Harry and Louis are gay."

It goes on.

Elizabeth adds: “Another reason I hate them is they just take money off people.

“They are not really about the music.”

Going on this evidence, it doesn’t sound like the paymasters behind One Direction have long to milk fans for everything they’ve got before premature cynicism sets in.

Until then, One Direction World will do them just fine.

onedirectionstore.com/1D-World