US technology company Microsoft is set to open its first UK physical store to the general public in London on 11 July.

Covering 21,932ft2 of space, the new three-floor flagship store will be located on Oxford Circus in London. The store will feature an Answer Desk – a dedicated area for customers to receive tech support, training, repairs and advice on Microsoft products and services.

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“A flagship store in London has long been part of our vision for our physical and digital store presence.”

Other features include a community theatre – for tech, coding and STEM free customer workshops and interactive zones equipped with immersive video walls. Customers can find out more about Microsoft products, such as Surface, Windows, Office, Xbox and PC gaming, HoloLens mixed-reality at the interactive zones.

Microsoft said: “Designed to build connections with the local community, customers and businesses, this store represents a unique way to deliver on our mission to empower every person and organization on the planet to achieve more.”

“A flagship store in London has long been part of our vision for our physical and digital store presence, and this opening represents another step in our journey to meet our customers – from consumers to businesses – wherever they are and deepen our connection with them.”

Microsoft has flagship stores in New York and Sydney, and multiple stores in Canada, the US and Puerto Rico, and has online shops in over 190 countries.

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The store is part of Microsoft’s 40-year investment plan in the UK, which includes three gaming studios, start-up hub Reactor London and a global centre of excellence in the Microsoft Research Lab in Cambridge.