Microsoft builds massive 27x13-foot Surface 2 in London

Microsoft's Surface tablet line is known for portability, but Microsoft’s latest creation might be the least portable tablet the company has ever built. In the center of London, Microsoft has constructed a 27 foot wide by 17 foot tall Surface to help promote the new device.

The tablet is clearly a promotional tool to raise awareness of Microsoft’s latest generation of the Surface family (read Neowin's review of the Surface 2 here), and building an oversized tablet is one way to do that. This is not the first time that we have seen Microsoft build an oversized device, as the company built a massive Windows Phone device to show off Windows Phone 7 when it launched.

Microsoft brought along British rapper Dizzee Rascal to the event as well to help draw attention (as if it needed any) to its new tablets.

This type of event will surely raise brand awareness for the Surface line of tablets but the verdict is still out if consumers are willing to take a chance on the second generation of Surface tablets after turning a cold shoulder to the original Surface.

The Surface 2 family is not alone in its attempt to garner consumer interest, however, Apple announced its new iPad Air this week and Nokia is also entering the tablet arena too.

Via: TNW | Image via David Parry/PA Wire and @tonyeast

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31 Comments

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What would help more, IMO from my experience in the UK, would be to get the retailers to start presenting display models properly - in the same iron-fisted manner that Apple clearly do - e.g.;

- No SCREENLOCKS! No unlock PASSWORDS!! FFS, I've been to John Lewis, PC World etc. time-over and found every single Windows device screen-locked. What is the point of even powering them on?!

- Put them online with wifi, always.

- Get the shop-staff, with the teen iLifestyles, to keep their hipster opinions to themselves. I know what I want Windows for ta-very-much, and IOS doesn't cut-it, so let me see the device please?

- These aren't Android/e-Reader devices - so stop plonking them on the end of the Kindle/Android-tablet bench where they're clearly massive more expensive. I've never seen an iMac next to an AIOPC...

- Show-off some flexibility? Touch-covers, external monitors etc. It's a tablet AND a PC...

A lot of tablets seem to shift from retailers in the UK, and it's always clear that Apple have concession-"rules" applied quite differently. MS need to take a leaf...

Have you been in a Tesco store? We have ours on a demo loop, once touched exits out and usable as normal.

We have WiFi, however people have proven can't be trusted with it .

I happily let customers know where the Surface is

The Surface has its own end, AND has a Touch Cover attached. Microsoft did put in place similar rules for the Surface that Apple have for the iPad, seems the other stores aren't playing the game by the rules...

Good on you!

Hipster-agenda does often seem to be present in these situations, paranoid as it sounds; I've heard "I don't know what the password is", "It's just Windows underneath anyway..." and the rest. Never seen a locked Mac.

Agreed. I went to John Lewis (Regent Street) on 22/10 and they don't even have the surface 2 on display...Asked the staff and they said they don't have it in the store...Only the old surface pro on display that doesn't power on! Then I went to PC world and they do have the surface 2 (not pro) with keyboard attached and they didn't lock the device.

C#Rocks said,
emphasising the ugly bezel

the scale is wrong. The bezel is thinner on the real 10.6" Surface 2.

look at theverge, there is a picture comparing both side by side. The real Surface 2 looks better.

it's a problem that they are using a promotional that looks uglier than in real life! People don't know how the product looks in real life.

C#Rocks said,
it's a problem that they are using a promotional that looks uglier than in real life! People don't know how the product looks in real life.

Stores don't exist in England?

C#Rocks said,
do you think everyone goes to Stores ?

Do you think everyone gives a rat's azz about bezels, Mr. "Ooh, I'm Going to Try Sounding Like a Tech Aficionado by Harping on Bezels"?

I'd say if one gives a rats ass enough about a product that they feel the need to defend its honor, then YES, maybe some people out there do care about the bezel.

C#Rocks said,
do you think everyone goes to Stores ?

Do you think everyone passes that particular square in central London?

dead.cell said,
I'd say if one gives a rats ass enough about a product that they feel the need to defend its honor, then YES, maybe some people out there do care about the bezel.

Just because somebody points out at the actual bezel isn't proportionally as wide this Giant Surface's bezel doesn't necessarily mean that that person gives as much **** about bezels as Mr. "Ooh, I'm Going to Try Sounding Like a Tech Aficionado by Harping on Bezels" does.