The first Microsoft Store on European soil opened its doors in London on July 11, featuring the augmented reality device HoloLens seen here.

“London is one of the world’s most exciting shopping destinations and we look forward to empowering customers to explore all that is possible with Microsoft," said David Porter, a Microsoft employee, in previous reports.

A bricks and mortar presence in the country has been in the pipeline for several years, where devices such as Surface, Xbox, PC gaming and the aforementioned HoloLens mixed-reality will be available alongside  Windows and  Office products.

The flagship shop is located in Oxford Circus, with just four other stores separating it from Apple’s outlet in Regent Street.

Microsoft Hololens AR trial at the first European Microsoft store in London