In pictures: Does Microsoft’s first European store stack up to Apple?

Gaming Lounge at Microsoft store

Microsoft has unveiled its long-anticipated Regent Street store, marking its first flagship location in Europe. How does it stand up against tech titan Apple’s store just around the corner? John Ryan reports.

The technology giant’s first West End store, housed in a former United Colors of Benetton store, spans three floors.

The store, which opens its doors to shoppers tomorrow, includes a variety of experiential features including a state-of-the-art gaming lounge which will hold esports gaming tournaments, an experience centre where trained advisers will speak to customers about Microsoft tools which can be deployed to tackle business challenges such as data security, and a community theatre which will run free coding camps for students, parents and teachers.

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