Microsoft’s new store is located in one of the busiest shopping areas of London, just meters away from Apple's London flagship.
This is Microsoft's first store in Europe. And while it does already have outlets in the US, Canada, Puerto Rico, and Australia, it's retail presence overall is lacking when compared to Apple.
This is because Microsoft originally made its name on its software services such as Windows and Office.
It makes sense, therefore, that these were front and center of the store when we walked in.
The ground floor space is fairly minimalist, and in that way, reminiscent of an Apple store.
But there was definitely more of a focus on offering an experience versus simply making a sale.
Before we headed up the large spiraled staircase, John Carter – the newly appointed store manager – pointed out a click and collect service where busy customers who aren't here for the experience, can come in and collect internet orders or book in for the repair service.
Next, we headed upstairs to the first floor where we found more Surface laptops on display as well as accessories such as headphones and keyboards.
This floor was also home to its “Answer Desk" – a counter where customers can get support on how to work their devices or schedule repairs. The device doesn't need to have been bought from Microsoft directly to be eligible for these services.
The on-site laptop personalization service is another reason to come to this store...
...as are the limited edition Liberty of London printed laptops.
The first floor is also home to its “Community Theatre," a classroom-style area where Microsoft will hold free workshops for kids and parents.
Then there's the gaming center. This is the largest gaming area of all Microsoft's stores, Kelly Soligon, general manager of Microsoft Stores, told Business Insider.
There was a Thronos gaming chair here too. This is a first for Europe, according to Microsoft. This machine is known among avid gamers as the "God of gaming chairs" offering a fully immersive gaming experience.
Despite calls from analysts and shareholders to spin or sell off its Xbox gaming division, Microsoft leadership has always insisted that it is a core part of its business. Moreover, management has previously said that it is a good way to attract younger players to the Windows brand.
Finally, we headed up to the top floor. This area is devoted to serving Microsoft's business customers and is not open to the public.