Microsoft opens London flagship store

Microsoft’s new London flagship store has formally opened today. The store on Oxford Circus is the company’s first flagship store in Europe, and seeks to provide a destination for fans and users of Microsoft products.

“It will provide free access to resources and tools for every customer, from enterprise companies to small businesses to educational institutions to consumers,” says Microsoft Store corporate vice president David Porter.

“We look forward to providing our UK and European customers, and anyone who visits London, a new way to experience the best of Microsoft from demo to purchase, and with ongoing tech support, training and workshops. We have some special surprises in store for our London customers and look forward to many years ahead building relationships.”

The software giant worked with Gensler to develop the new store, which will be open seven days a week to provide a range of experiences.

Features on offer include the Answer Desk – described as a one-stop-shop for technical troubleshooting – and a Community Theatre.

The store also offers a state-of-the-art gaming lounge, with both Xbox and PC games, which is equipped to handle esports tournaments, and an experience centre designed to help small businesses and educational institutions.

An augmented reality system will let visitors see Oxford Circus transported back in time, while a click & collect concierge system will let customers collect products and book workshops and appointments.

“We've wanted to bring a flagship to London for a very long time. Today's opening means that we now have a physical space where we can share the very best of Microsoft with everybody. Our ambition is that this is a place where people can do so much more than just shop. It's a place where they can learn new skills, where businesses can grow and where we can build long term links with the communities in our neighbourhood,” says Microsoft UK corporate vice president Cindy Rose.

“We are thrilled to welcome Microsoft to Oxford Circus, the heart of London’s retail district,” adds New West End Company chief executive Jack Tyrrell. “The interactive flagship offers a new hands-on customer experience to our 600,000 daily visitors, bolstering the innovative and technological offering of the West End to businesses, visitors and local communities alike.”

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