Today, Microsoft opens their flagship Fifth Avenue store, not far from the infamous glass cube Apple store. Like the Apple store, this space is less about retail and more about experiencing the brand.
The focus point of the space is a 30ft display of 36 screens, while screen displays also run along the side of the store. In the entranceway, the new Surface Book laptop-tablet is showcased, alongside the Surface Pro 4. In the evening, the Microsoft “culture wall” will introduce local artists digital works to passerby’s.
Microsoft is using this newest and largest store to date to sell their software more directly and aggressively to consumers, while giving them a space to try out new products and learn about their technology. The second floor includes tech support, workshop spaces for learning about Windows 10, and an area where visitors can play Xbox games.