Opening of company’s first freestanding space coincides with release of Windows 7

By Marianne Wilson

(October 23, 2009) Microsoft took the wraps off its long-awaited first freestanding retail store on Oct. 22, in Scottsdale Fashion Square, Scottsdale, Ariz.  The opening was timed to coincide with the launch of the company’s new operating system, Windows 7. A second location is due to open at the end of October, in Mission Viejo, Calif.

The new Microsoft store is open and airy, with a clean, streamlined design, interactive feel and uncluttered layout. It is designed to give shoppers a more direct connection with the tech giant and its partners. The merchandise mix features a select line of laptops, netbooks, all-in-one PCs, Xbox consoles, Windows Mobile phones and what the company calls “one of the largest selections of third-party software titles”  to be found in any store.

“Our customers have told us they want choice, better value and great service when shopping for technology, and that is what we will deliver through our Microsoft stores,” says David Porter, corporate VP Microsoft Retail Stores. Porter, a 25-year  Wal-Mart veteran, was hired by Microsoft in February to lead the effort.

According to Porter, the design of the stores is uniquely Microsoft, with four “zones” that focus on different types of technology experiences. “We want to showcase what’s possible with the full Microsoft brand,” he said.

Laptops on large cedar tables are front and center, with seating so shoppers can sit and tinker. The walls are lined with giant LCD screens that envelop the space with landscapes and product images designed to create interest and spark curiosity. Below the images, stylish all-in-one PCs are set up with Zunes, Xbox consoles, headphones and widescreen displays, demonstrating how all the items work together to create a multimedia experience.

A young fan enjoys a game of The Beatles: Rock Band on the Xbox 360.

Toward the back of the store are laptop bags, software titles and a gaming zone featuring a 94-in. widescreen, with seating and an array of controllers to play with. Also in the rear: an “Answer Desk, ”  that seems Microsoft’s answer to Apple’s Genius Bar.

According to store manager Cheryl Hibbard, every detail of the Scottsdale space has been designed to facilitate interaction among customers, the technology, and the store’s staff.

“Our employees will be able to showcase our products in a way that’s never been done before,” Hibbard said.

According to Hibbard, the store design and experience is centered on three core principles: elevating customer choice, providing more value and delivering great service.  Customers will be able to personalize and customize their computers, Xbox consoles, Zunes and other devices with external “skins,” through a partnership with an outside company called Skin-It.

A Microsoft store employee, left,  helps a young customers play on a game on a Microsoft Surface computer.

“If you want to have Disney characters on your laptop or an NFL team on your Xbox, we’ll build a nice library of licensed products that you can use, or you also can bring in a picture of your dog or your family and make it custom,” Hibbard said.

Another personalization feature for customers is the ability to create an original ring tone for their Windows phone. The store is set up with “Microsoft Surface” tables that make creating a ring tone as easy as selecting a theme and “drawing” the tone, then sending it to your phone.

Once a PC is purchased, store employees will offer a 15-minute session to help customers set up their passwords and networks, and tailor their browser, e-mail and other applications to their personal preferences.