Microsoft

When Microsoft decided to enter the retail game, they called us. Helping one of the premier software companies in the world transform into one of the premier retailers in the world was a herculean challenge. Luckily, our consumer research uncovered an unmet need that drove our strategy for the store experience and the store’s role in the Microsoft portfolio.

Though enthusiastic about the opportunities technology offered, the average consumer felt overwhelmed by the industry’s jargon, endless list of features, and pace of change. Companies encouraged consumers to do the amazing. But most people were stuck on a more basic issue: with so much choice and opportunity, they didn’t know where to begin.

The Microsoft store, we believed, should be the place where the overwhelmed began. It should “Kickstart a billion adventures” — a phrase that became our strategy. Over eight months, we concepted, designed, prototyped, and launched a cross-platform, interactive experience that achieved a retail first: one massive LCD screen that wraps 270° of the retail space. The store has been so successful that Microsoft has expanded our model to 86 locations.