Microsoft opened the doors to its first flagship store yesterday, Oct. 26. With 22,270 square feet and five stories, this is the biggest Microsoft store to date, and also the first one to have more than one level. The building is located at 677 Fifth Avenue in New York, just four blocks away from the Apple flagship store.
It is clear that Apple has pioneered designing retail spaces, and Microsoft's flagship store bears obvious references to its counterpart's design aesthetics. Its gigantic glass facade, for one, is a nod to Apple's iconic Cube building. However, inside, Microsoft made sure to make its own mark. It veers away from Apple's signature white and bright look. Instead, Microsoft used wood laminate in medium tone for its flooring to make its interiors look cozier.
The whole space also encourages visitors to touch and try. The first floor is dedicated to Windows devices such as desktops and laptops, with the Surface Pro front and center. None of the devices have security cables, and customers can pick them out and test them as if they were in a coffee shop, or at home. Also, there are stools tucked under every table, which customers can pull out and have a more comfortable cafe-like experience.
On the second floor is Microsoft's Answer Desk, a designated area for customers who need help with troubleshooting. There's also a huge Xbox and Minecraft section, where customers can play games. Beside this is a large community theater section for private training sessions and other events.
The third floor is dedicated to Dell products, while the top two floors are reserved to employees as administrative offices.
According to Engadget, there Microsoft employed 160 people of different races and languages to man the store. This, plus the store's cozy interior details, ensures that every customer's experience will be as interactive as possible.
"For us it's about sitting down and educating you," David McAughan, COO for Microsoft retail and online stores, told Wired. "It's very similar to test driving a car. It's one of the reasons they're so keen to get you into a car; once you do, you'll fall in love with it. We want to get deep into that conversation of what it's capable of, why this would work in whatever use you need."
