Text and photos by Gadjo Cardenas Sevilla
The new Microsoft Store opens tomorrow at the Yorkdale Shopping Centre in Toronto and not only is it the first flagship Microsoft Store in Toronto, it is also Microsoft's first International store outside the 30-odd stores it has in the US.
Focusing on users and solutions, the store will be staffed by 70 sales associates and product experts catering to various lines. Expect to see solutions for the small business, education as well as prominent areas for Windows 8 software and devices, Windows Phone and XBox gaming.
Designed to be an interactive and tactile shopping experience, the Microsoft Store has various demo areas where products like the Surface tablet can be used and tested. While Surface figures prominently with a number of units on the floor as well as accessories, Microsoft is also selling selected hardware from partner manufacturers.
The Microsoft Store is large and the various areas are clearly defined into spaces. Light coloured wooden flooring and tables contrast with the brightly coloured displays as well as the vivid video screens. Products are neatly organized by category on the walls and the centre aisle is where the Gurus, the store specialists, tend to customers.
One unique feature is the huge wraparound video wall that covers the entire area of the Store. Used mostly to show promoted products and solutions, the video monitors serve a dual purpose since they can be hooked up to PCs' smartphones and even XBox consoles for demos or diagnostics.
More than just a retail play for Microsoft to sell various products, the Microsoft Store has a loftier ambition to become a hub for solutions and a place where they can connect with customers. The level of customer service at the Microsoft Store was promised to be excellent.
Customers whose computers need to be serviced can receive loaner units from the store configured like their own machines so that they can continue to work. While a selection of PCs and devices will be sold in-store, Microsoft can order or access models that may not be available or represented.
A number of events are scheduled this opening weekend including a concert with the band Train on Saturday and an appearance by hockey icon Wayne Gretzky. Microsoft also plans to handout commemorative t-shirts to visitors this weekend.