At its core, Microsoft had grown from a powerful, world-changing vision: [to put] a computer on every desk and in every home. And that spirit of democratization has remained even as the personal computer’s technological curve leveled out. By 2007 it had propelled the brand into multiple arenas — from gaming, to mobile media, to tablets and smart phones. But that expansion brought fragmentation. Distinct product lines, each with their own identity.
It was against that backdrop that we were given an exciting challenge: Design Microsoft’s first-ever retail experience.
Built into this challenge was the need to — for the first time — unify the product lines into one holistic system and then apply that system in dynamic, tangible form.