MICROSOFT STORE REVIEW
MICROSOFT STORE REVIEW
The main retail space is split over three levels, upon entrance of the store situated on the ground floor, you can see HoloLens technology, driving simulators. Huge display screens amplifying the Microsoft brand colours resulting in the space feeling modern, vibrant and energetic. Throughout the store experience the staff are welcoming, engaging and eager to introduce and explain product ranges.
Moving upstairs into the main retail space, The Microsoft Surface case customisation area, along with ‘Answer Desks’, supporting education rooms and an extremely busy gaming lounge filled with elite gen Z gamers.
Whilst the store was very busy, and a lot of people were engaging with some of the technology such as the digital postbox, AR Oxford Street display, driving simulators and screen-based selfie moments, but were they really in the mind frame to buy? Instagram moments rather than stimulation to purchase. At times it felt like gimmicks rather than progressive technology applications and didn’t really add to the Microsoft brand experience in a meaningful way.
We had big expectations of the space and thought we would experience more brand strategy within the space but unfortunately we didn’t, we felt it was a missed opportunity.