Microsoft has opened its first flagship store on Oxford Circus, Central London.
This is the first Microsoft flagship store for its European division.
Not only is it where you can buy Microsoft products such as Office 365, the Xbox and its Surface Laptops, but also has an education suite and a gaming area.
An extra treat and a draw for gamers who like to play Forza is the fully functional racing car simulator part of a partnership with McLaren.
As part of a programme to get people with disabilities the access to enjoy playing games the Microsoft Adaptive Controllers, designed for restrictive movement has taken-off over the last few years.
The other areas of the Oxford Circus store is where Microsoft will run free-all-year-round technology classes and workshops for students, and has teamed up with community groups UK Youth, Raspberry Pi Foundation and London Community Foundation in a £1 million community grant from Microsoft as part of their 'community engagement' programme.
Microsoft has an area where businesses whether small start-ups to multi-million pound FTSE100 companies who want to purchase products in security, data storage, cloud services and the new interest in Artifical Intelligence (AI) software programmes.
The battle of the Tech Giants has hit every city across the world and Microsoft is leading the way in having physical bricks and mortar flagship stores in leading cities including New York, US - Sydney, Australia and now London, UK.
It is interesting that with so many consumers choosing to buy online that having physical stores has never been so attractive, and in prime locations the footfall and the attraction of what is in these stores will be a hit and very profitable for Microsoft.
"We do feel that there's a digital skills shortage in the UK and we've made public commitments around AI apprenticeships and technology apprenticeships exposing children to coding."
Microsoft UK Chief Executive Cindy Rose
The London store has staff who are highly trained in all aspects of Microsoft coding and 45 languages are spoken by the staff to help and assist the 85 million visitors to the Oxford Circus shopping area each year.
The UK is where the action is and having a London presence is highly sort after in the digital age and with Microsoft's arrival it is the icing on the cake for the UK.