The Microsoft physical retail stores' were designed to create a complete experience for its visitors. From the interactive kiosk, to the impressive 28800x1080 screens attached to the side walls. Walking into one of the stores, you know it was going to be something different. Everything was programmed to synchronize, every device, and even the lights could be an immersive component that would entice you to come in.
With themes ranging from product launches, one time store events and series and tournaments for Xbox, there were no shortage of both, creative and technical difficulties given how complicated the system was. With +34 different store layouts, to create a theme successfully, the design needed to be flexible, and laid out in a modular way accounting for each individual x4 screen array.
The rationale was to create special moments within the storytelling in order to "wow" visitors as well as concentrate focus on very specific spaces in the store.
