Microsoft has taken a cue from its competitors (namely Apple) and opened its first storefront retail operation in Scottsdale, Arizona.

Microsoft launched its first retail store with long lines, excited customers, and colorfully attired salespeople. The idea is the same as an Apple store—try out products, see the latest and the greatest—but with an obvious decor change. The Windows colors adorn every possible surface (and even the employees).

Now that Microsoft launched its first retail store in Scottsdale, the media giant will soon be moving on to southern California and beyond. Only time will tell if this marketing tactic will help in the increasingly competitive world of laptop design and innovation.