Microsoft targets (Big) Apple with new flagship

Microsoft is opening its first Manhattan flagship store, with a major competitor conveniently nearby.



The new Microsoft store is located at the intersection of Fifth Avenue and 53rd Street, with an Apple flagship store a mere few blocks away. Microsoft has been planning the five-floor, 22,369-sq.-ft. store for more than six years.



"Our store on Fifth Avenue, as well as every other one of our locations across the U.S., Puerto Rico and Canada, is here to showcase the best of Microsoft to the local community," said David Porter, corporate VP, worldwide retail and online stores at Microsoft. "We exist to build relationships with our customers, one person at a time, and we are excited to do that on Fifth Avenue starting today."



The Microsoft flagship store is the company's largest store to date



It will offer a full lineup of products, devices and services. Store associates will be able to help consumers no matter what device they purchased or where they purchased it from. The store will also include The Dell Experience at the Microsoft Store on the third floor. This store-within-a-store will offer a full range of Dell products built using Microsoft technology.



In collaboration with design firm Gensler, the store has been restored and features design element such as a facade of glass utilizing minimal structural attachments to fully display the store assortment:



Features inside the store include an answer desk that provides assistance with technical questions, troubleshooting and repairs, as well as the largest Microsoft store theater space to date. The theater is used for training sessions and also hosts activities for local community organizations and other in-store events.



In addition, high-definition video walls and digital signage will be featured throughout the store to engage directly with visitors while streaming videos, images and information. A two-story video wall behind the answer desk can be seen on either one of the two floors, customers can play Xbox One on video walls while surrounded in directional sound, and the community theater features a large plasma touch-screen running Windows that can be used during training sessions.



Furthermore, an exterior culture wall is designed to display digital imagery, such as noncommercial, artistic images that will complement the architecture and facade of the building.



Microsoft operates more than 110 stores across the U.S., Puerto Rico and Canada.