by Gord Hotchkiss

I was in Minneapolis’s Mall of Amer­ica and hap­pened to wan­der by the new Microsoft store. The lay­out, the look and the feel were a near-exact clone of the very pop­u­lar Apple Stores, one of which just hap­pened to be directly across the con­course. Here, in the largest mall in the world, I had the oppor­tu­nity to com­pare and con­trast the phys­i­cal embod­i­ments of two of the most ubiq­ui­tous brands in the world.