Microsoft Store | London Flagship

experience concepts

The following experience concepts were developed in collaboration within the Marketing & Experiences teams at Microsoft. These concepts were to provide high level ideas to leadership and serve as the foundation for further work in each of the various zones on the ground level of the London Flagship Store.

Location based in the heart of London’s shopping district at the intersection of Oxford Street and Regent Street. Oxford Circus tube station is located directly in front of building.

Ground floor plan with highlighted opportunity zones.

Project Goals

Experiences

Attract customers with maximized storefront views and engage customers with unrivaled premium experiences showcasing the best from Microsoft.

Product

Elevate and highlight First Party hardware and software throughout the ground level including a directory, concierge, and wrapping digital video wall.

Brand

Always “bring it back to Microsoft” when crafting experiences and content to capitalize on the opportunity of creating new fans.

Culture

Fuel brand relevancy and awareness to the region with unique cultural moments and London-specific experiences.

Process Snapshot

Creative Principles

Modern

Transcends traditional expectations with a minimalist approach to form and materiality.

Simple

Clean and open designs. Negative space is essential to allow products and information to breathe.

Premium

Achieve the highest levels of quality, durability and craftsmanship.

Iconic

Original ideas that are timeless and industry leading. Every detail matters.

Adaptable

Thoughtful components for modular solutions and flexible components that evolve with time.

Experiential

Lead with product experiences and authentic storytelling.

Experience Concepts

Façade

The Façade is brought to life in various ways to create a big impact to the flagship location in keeping with Microsoft’s lease agreement with The Crown. Using different content & lighting treatments we can highlight special moments such as product launch events or key seasonal campaigns.

Digital Portals

Portals digitally frame views into the world of Microsoft. Curated and well designed moments blending digital experiences & physical installations with the purpose of compelling people to come into the store and discover more. Designed with flexibility in mind to serve multiple scenarios for VR/AR experiences, gaming events, product launches or seasonal campaigns.

Entrance

Upon entry, the Hero Stage is found on the corner of Oxford Street & Regent Street. This prime location is positioned to capitalize on drawing both locals and tourists in with captivating content and premium products. Designed as a flexible space, a multitude of adaptable solutions are possible, including events, product launches and interactive cultural moments.

Kaleidoscope Table + Digital Content Wall

Game Zone

Showcase the latest and greatest in Xbox and WMR with a flexible area designed to showcase product and support gameplay. Customers can experience true 4K HDR gameplay and immersive VR “rides” for the social media worthy moment. Another flexible space that can be transformed during game launch events to host “Play Anywhere” scenarios with ease.

AR + VR

Shared experience area for HoloLens and Windows Mixed Reality where customers can test drive products while mirroring the experience on the adjacent video wall and portals for spectators to see.

Directory + Concierge

Concierge is an open and inviting space that provides customers the ability to find out all the information needed when visiting. Interact with the engaging touch wall directory powered by Cortana/AI or talk to a friendly face at the concierge desk. Explore beyond the ground level and allow the curved staircase and digital chandelier to transport you to the upper levels.

Digital Chandelier

The digital chandelier concept is leveraging a concept from Jeff Hansen and the CMG team that was designed for the Microsoft Theater in LA. The intention is to create a truly memorable moment in our store with an unexpected and branded digital art installation. The programmable light chandelier in the concierge area will play off the Microsoft brand colors. Movement and motion aim to attract and engage our visitors to move from the ground floor to the upper levels.