Microsoft has announced plans to shut down its UK "experience center" in London, marking the end of its presence at the flagship location nearly six years after its grand opening.

The 21,000-square-foot space, initially launched as a retail store, will officially close next month.

“To better align with its focus on digital growth, Microsoft has decided to exit the lease at the Microsoft Experience Centre in London early,” a Microsoft spokesperson revealed in a statement to Windows Central.

The store originally opened in July 2019, just a few months before the onset of the COVID-19 pandemic. When lockdowns began, Microsoft quickly pivoted its retail strategy, closing all its physical stores in the U.S. in 2020 and rebranding the London flagship as an "experience center."

During its opening, the London flagship store was a standout venue. Spread across multiple floors, it showcased Microsoft's Surface devices, HoloLens headsets, and even featured an Xbox gaming lounge. The highlight of the store was a life-sized McLaren Senna sports car, where visitors could immerse themselves in Forza gameplay.

Situated at the heart of Oxford Circus, the store was housed in a historic 1920s building that Microsoft meticulously renovated over two years. The space boasted giant 4K video walls and celebrated its debut with an exclusive event attended by British celebrities like Peter Crouch.

Following its transformation into an experience center, the venue became a hub for business meetings, partner events, and demonstrations of Microsoft's products and services.

While Microsoft continues to operate a similar experience center in New York City, this closure raises questions about the future of such physical spaces. As Microsoft increasingly emphasizes digital growth, it may only be a matter of time before other locations face a similar fate. Photo by Ben Franske, Wikimedia commons.