Shopping may be turning into an increasingly virtual experience, with people buying goods online and through apps, but there is no denying the power of a physical in-store experience — a lesson that Microsoft is taking to heart. Today the company announced[1] it will be opening a new flagship store in London in Regent Street near Oxford Circus — just a stone’s (or an iPhone’s) throw from the Apple flagship store that saw a huge revamp[2] a year ago.
The area around Oxford Circus, which is at the intersection of Oxford Street and Regent Street, is one of the most high-profile shopping precincts in the world, so having a presence there underscores Microsoft’s strategy to double down on retail.
“We couldn’t be happier to be opening a flagship store in the heart of central London at Oxford Circus, where two of the world’s most iconic shopping streets meet,” said Cindy Rose, head of Microsoft in the U.K. “We know our customers and fans, whether they are from London, the broader U.K. or just visiting, will love our bold plans for the space. This will be so much more than just a great place to experience all that is possible with Microsoft, but a real hub for the community where we’ll be bringing to life our passion for helping people explore their creativity through an ambitious program of workshops and training along with moments that work to unite the community.”
The announcement comes after a day of speculation about the new store, but also after what has seemed like years of stops and starts for Microsoft and its retail plans in London.
Back in 2012, it was reported[3] that Microsoft planned to open a retail...