Six years after stepping into the retail market with smaller mall outlets, Microsoft is literally taking the wraps off its flagship store on Manhattan’s Fifth Avenue on Monday, the same day as the general release of its Surface Pro 4 and Surface Book devices.

The new flagship, along with a Sydney store due to open in time for the holiday season, signals a global expansion and renewed commitment to reaching out to customers through retail as key Windows 10 devices ship into a flagging PC market.

For the Fifth Avenue store’s grand opening, Microsoft plans to offer deals on Surface devices, the lowest price anywhere for XBox One consoles and accessories, Microsoft Band 2 purchase before the Oct. 30 general availability, a performance by rapper Pitbull at Rockefeller Center in the evening and a “Halo 5: Guardians” midnight launch event. The new store will also be the only one, for the moment, where consumers can see HoloLens and Surface Hub displayed.

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