Editor’s Blog

Microsoft’s first ever retail store opens in Scottsdale

PRINT

Microsoft’s first ever retail store opened this morning in Scottsdale Fashion Square to much fanfare. National press gathered around the store on the second floor across from Pottery Barn, and the line of anxious shoppers stretched all the way to the escalators above the movie theaters. Many came for the highly anticipated launch of Windows 7, which is also happening today, though some were waiting to see High School Musical actress and singer Ashley Tisdale perform as part of the opening ceremony.

Why Scottsdale? Microsoft reps say they researched malls across the country, and Scottsdale Fashion Square is one of the best, with a good diversity of shops and high-end stores like the new Barneys. It also helps that they were able to get a highly trafficked location within the mall.

The mega-corporation is trying to engage the community by hiring local workers, and the COO is donating $1 million worth of software to the local YMCA. Even the design of the store has a local bent: The wraparound video walls sport a backdrop of the Grand Canyon.

The Microsoft store is modeling itself after the hugely successful Apple stores, with some differences. At touch-screen surface computers, customers can personalize their digital accessories, from creating a custom ring tone to turning their photos into a sticker that wraps around their cell phone. Customers can drop by the Answers Desk to solve any tech-related questions, and a staff of about 25 to 50 will be on the floor at all times, helping buyers set up and personalize their computers for free. Gaming stations and Guitar Hero are available, as is an in-store theater showing educational videos such as “Getting to Know Windows 7.” Customers can also buy a personal training subscription to get lessons in such things as making your computer kid safe or getting rid of viruses.