SCOTTSDALE — Microsoft Corp. opened its first retail store on Thursday to hundreds of people who waited as long as 12 hours to get freebies and to see if the place is as cool as it was hyped to be.
Eager customers cheered as a giant white curtain dropped from the front of the Scottsdale store, revealing a big, bright and airy space lined with giant screens displaying popular video games such as Rock Band and Halo in the "gaming zone," where shoppers can test the products.
Employees jumped up and down and high-fived customers as they ran in the store to get gift bags and browse among laptops, personal computers, cellular phones and third-party software set up on big cedar tables.
Susan Solliday, 49, went to the store just to get the goodie bag but ended up buying a black leather laptop case and an Xbox 360 for her 11-year-old son, Brad, who was with her.
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"I think it's about time Microsoft did something like this," Solliday said.
The Microsoft store's opening coincided with the launch of Windows 7. Microsoft is hoping for a fresh start after a bad reception for Vista.
Kevin Turner, the company's chief operating officer, mingled and joked with the crowd at the opening, calling it "a magical day for Microsoft."
He said Microsoft stores will stand out from Apple's stores by developing deeper customer connections.
"We're not looking for an encounter, we're looking for a deep-seated relationship so we can truly connect with their needs and help illuminate the magic of software and the value of the technology," he said.
Microsoft plans to open a second store in Mission Viejo, Calif., on Oct. 29.