Microsoft’s first flagship store opens today

Setting its foot on one of the world’s biggest retail stages, Microsoft will open its first flagship store at 677 Fifth Avenue in Manhattan on Monday as part of its strategy to boost direct interaction with consumers, The Wall Street Journal reported.

The design of the store features a five-floor, over 22,270-square-foot storefront and aims to showcase Microsoft’s products for a global audience of tourists and local shoppers.

“We want to showcase the very best of Microsoft and present our products in a way that customers see them in the best format,” David Porter, Microsoft Corporate Vice President of Retail Stores, told TIME during a press preview event at the new store.

At a time when most gadget lovers are increasingly making online purchases, question arises about the success of such a retail store. However, Porter is very optimistic about the store's future prospects.

“We know customers will be on Fifth Avenue, we know it’s going to be a global destination for people,” says Porter. “Customers from around the world will descend on this and we will have the opportunity to interact with Microsoft directly through this Fifth Avenue store.”

The tech giant has for long been known for office software products. However, in the past couple of years it has significantly expanded its offerings with products such as Xbox videogames and consoles, tablets, laptop and fitness device (Microsoft Band).

The company has been considering a U.S. flagship location since it started opening stores in 2009, waiting for the right time and opportunity, company executives said.

“I think the stores are an important part of interacting with our customers and having them realize the full breadth of what Microsoft brings end-to-end,” Amy Hood, Microsoft’s chief financial officer, said in a phone interview last week.