The new Microsoft London flagship store has opened, a stone’s throw from archrival Apple’s local store.

Among those welcoming the public on the 22,000sqft store’s launch day was the US tech company’s UK CEO Cindy Rose, who said the store was a “symbol of Microsoft’s enduring commitment to the UK”, which allows people to “experience the best the company has to offer.”

“Thank you for helping us make history today,” she announced.

The spacious three-storey Microsoft London venue features plenty of wood and glass surfaces prominently showcasing a large video wall and the brand’s most advanced devices. It houses a dedicated gaming room and technical support area, as well as a selfie area and a design lab where visitors can create their own personalised covers for Surface devices.

The store’s second floor enterprise area is a place to support, train and grow businesses using the Microsoft 365 software suite as well as to assist in solving business challenges such as AI, data security, collaboration and workplace efficiencies. It also contains an area for hosting events, as well as meeting rooms and a showcase space for demonstrating how customers – including Carlsberg and Toyota – are digitally transforming.

“There are very few locations in the world that feature all the different parts that make up what Microsoft is,” said chief marketing officer Chris Capossela. “The early adoption of technology in the UK has been very impressive. That’s important when the company is thinking about what investments to make and where to make them. This flagship would not be in London if we didn’t have a very strong commercial business in this country. We thought very deeply about this.”

One customer at the Microsoft London launch, James from Reading, said: “I want to see what they can offer businesses. The outside of the store looks incredible; it’s a masterpiece of architecture.”

This story first appeared on sister site Inside Retail Asia.