Business Insider got a first look at the new Oxford Circus located Microsoft store; before the doors are opened to the general public at 11am today.

The store spans 22,000 square feet over its three floors; but the space is much more about the experience than selling actual PCs and boxed software.

On the ground floor, you can find cool elements such as a McLaren Senna racing car connected to Forza Motorsport 7.   Here you’ll also find a HoloLens mixed-reality headset, with a large video wall to accompany it.

If you are there to buy an actual device, this floor also features Surface laptops and accessories, which design can be further tailored to you in store.

The on-site laptop personalisation service will etch your design of choice directly onto the cover of your Surface.  The selfie area gives you an opportunity to take your own photos; so if you’d like to use a huge photo of your face on your Surface, you can.

The first floor houses an Answer desk reminiscent of Apple’s Genius bar; uniquely you can bring any PC there – you do not need to have purchased it from Microsoft.  You’ll also come across the Community Theatre, which will host free workshops for students and parents.

The second floor is reserved as an enterprise area, in which meetings will be held, and events will be set.  The Showcase space on this floor, at present, demonstrates the digital transformation of Microsoft customers, including Carlsberg and Toyota.

The enterprise area on the second floor is a place to support, train and grow businesses no matter where they are on their digital transformation journey.  From small companies and educational institutions to enterprise customers, the Product Advisers and Cloud Technical Experts will help customers discover, deploy and use Microsoft 365 and other resources to solve business challenges such as AI, data security, collaboration and workplace efficiencies.

Not only is this store the largest, but is the most accessible Microsoft store yet.  Minor adjustments have been made, including lower desks, and the implementation of buttons to open doors.  Gamers with restricted movement can enjoy the Xbox Adaptive Controllers too.

Finally, the location boasts the largest gaming area of all Microsoft stores, with 15 gaming stations featuring premium Thronos gaming chairs, where gamers can try out the latest Microsoft titles.

The facility is now open to the public and can be visited at Oxford Circus in London, at the intersection of Regent Street and Oxford Street.

Source: Microsoft