Tech fans from all over the country queued for hours to be the first customers to step foot inside Microsoft’s first British store.
Eager shoppers arrived at the Regent Street store as early as 6am today to ensure they were at the front of the line.
The three-storey flagship store opened at 11am after a multi-million-pound refurbishment of the former United Colors of Benetton shop, just a few doors down from the Apple store.
At the front of the line was Paul Jubb, 61, who travelled down from Birmingham yesterday to make sure he was the first person inside.
He said: "I always come to these events and it’s great that the first store is being opened here.
"Microsoft are having quite the party today, similar to when the New York store was opened and naturally there will be comparisons to that opening, but you can’t get better than London as a location."
He added: "I’m interested in everything they’ve got inside, laptops, tablets; smart watches, it would be quicker to say what I’m not interested in."
Also in the line was Stephen Amissah from Wilsden, who waited in the line from 6.30am this morning, wearing a Microsoft T-shirt and jumper.
He said:"I wanted to be here for the opening, this is a historic event.
"I expected to see tents waiting outside, so I’m lucky to be near the front."
