Microsoft has announced plans for its first UK retail store, just a stone's throw from Apple's flagship outlet.
While not giving exact details on the location, Microsoft said the store will be on London's Regent Street - where the road intersects with Oxford Street at Oxford Circus.
Apple's own store is on the same road, just metres from Oxford Circus.
While not revealing when the store will open, Microsoft's UK boss Cindy Rose said in a blog post: "We couldn't be happier to be opening a flagship store in the heart of central London at Oxford Circus, where two of the world's most iconic shopping streets meet.
"We know our customers and fans, whether they are from London, the broader UK or just visiting, will love our bold plans for the space.
"This will be so much more than just a great place to experience all that is possible with Microsoft, but a real hub for the community where we'll be bringing to life our passion for helping people explore their creativity through an ambitious programme of workshops and training along with moments that work to unite the community."
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.
There are currently 75 Microsoft stores globally, with two flagship stores in New York and Sydney.
Apple's nearby three-story grandiose offering on Regent Street boasts a forest of trees, a 'forum' seating area with Lego-like cube chairs, and an imposing glass staircase leading up to a so-called "Genius Bar", where Apple acolytes can get one-on-one tech support.
David Porter, head of Microsoft stores, outlined the company's plans to become Apple's neighbours in the heart of London's high-profile shopping district.
"Our stores are hubs for local gaming communities, where fans gather to play their favourite games like FIFA or Forza during events or in one of the competitive tournament in our Mixer NYC Studio. We are excited to extend similar experiences to our customers in London."
He added that punters should also expect to experience mixed reality and AI technologies.
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