Microsoft has finally opened its flagship store to consumers. 

The software giant's store is located at 677 5^th Avenue, New York. The site used to be the Fendi store in the area. Ironically, the flagship store was located just five blocks away from its rival, the apple glass building.

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This is one of the first bold moves Microsoft is taking to ensure they deliver on their five-year retail goal. The company is now trying to create a stronger brand and to establish a more stable relationship with their customers.

Microsoft announced on their blog: "As our flagship store, it will serve as the centerpiece of our Microsoft Stores experiecen," said corporate vice president David Porter.

"Our Fifth Avenue location will be much more than just a Microsoft Store," added Porter. He also indicated that the store will provide the company and opportunity to be able to engage with their customers "in new and innovative ways."

The shop will feature Microsoft products like the Windows phone, Surface tables and Xbox One. It has been reported that Apple has taken over the Windows phones' sales. According to IDC, Windows phones only cover 2.5 percent of the global market share.

The New York location will add to the 104 Microsoft stores located in U.S., Canada and Puerto Rico. According to Microsoft, they are planning to create 10 more stores before the holiday season.

Senior Technology Analyst at Mintel Sam Gee tol CNBC that the new store allowed Microsoft to have this one location where they could personally provide their integrated devices to the consumers. He also said that his store will be the company's "experiential location."

This was not Microsoft's first attempt in putting up a physical store in New York. In 1012, they built a temporary location near Times Square just in time for the holiday seasons. The location offered Surface tablets and Windows 8 OS.  

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