Microsoft will open its eagerly awaited flagship store in London on 11 July.
The shop, which was first announced in September 2017, is a stone's throw from Apple's own London store on Regent Street and will be Microsoft's first in Europe.
UK CEO Cindy Rose said: "This new flagship store builds upon Microsoft's significant track record of investment in the UK.
"More importantly, located in the heart of central London, it will serve as a vibrant hub - for both visitors to our great city as well as a variety of different local communities - to come and play, learn, create and discover."
The Microsoft Store, located at Oxford Circus, covers 21,932 sq ft over three floors.
Rumours of a Microsoft store first surfaced in 2012 when the vendor incorporated a new company - Microsoft Retail Store - United Kingdom Limited - with Companies House. This company was however dissolved in 2014.
Microsoft currently has just under 100 stores worldwide, according to its website.
The vendor splits its stores into three categories: specialty, full line and flagship.
The London store joins New York City and Sydney as a flagship.
John Carter, manager of the London store, said: "This will be more than just a store. Customers will have the chance to explore and get hands-on with technology.
"We've got a group of passionate store associates ready to bring the experience of tech alive for customers.
"Unique to any job in retail, there will be many ways for us to give back to our communities, help them build connections and grow."
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