The bustling streets of fifth Avenue will welcome a new five-storey tenant with the opening of a contemporary Microsoft flagship store. Aesthetically, the store may resemble the layout of the rival Apple store, but the consumer approach is vastly different.
First off, none of the products are tethered to the tables, giving consumers even more incentive to try and test out new gadgets. Through its layout and installations, Microsoft wants consumers to touch and try new things, akin to the manner car dealerships encourage test-driving. Rather than looking and seeing, experiencing the products will get you far more engaged.
Guests are welcome to play Xbox games upstairs and on lower floors, customers are encouraged to sit, work and stay a while with tables and stools. The Microsoft flagship's new approach hopes to engage customers in a personal way and to get them involved in the brand in a much more hands-on manner.