INTERNATIONAL – Microsoft will open its first European retail store in London on Thursday, showcasing technology ranging from Xbox games and Surface tablets to augmented reality and LinkedIn masterclasses.
Chief Marketing Officer Chris Capossela said the US software group had secured a prime position in Oxford Circus, central London, where its three-floor flagship could be seen by about 86 million shoppers and tourists every year.
He said the shop, which is located minutes away from Apple’s original London store, had been designed for everybody from young gaming fans and students who wanted to polish their LinkedIn profile to small business users of Office and cloud services.
“We really think of our stores as the physical manifestation of our brand,” he said in an interview.
The store will include a gaming lounge, an augmented reality experience and an area for business technology.