Oct. 28--MISSION VIEJO -- Microsoft Corp. will unveil its new Microsoft Store -- the company's first attempt at retail in California -- at the Shops at Mission Viejo on Thursday.

The store is being touted as a one-stop shop for all things Microsoft including PCs and laptops, Xbox and Zune products and computer software.

The debut marks the company's second retail opening in as many weeks. All eyes were on the opening of the Scottsdale, Ariz. location on Oct. 22 that coincided with the release of Windows 7, the latest version of Microsoft's popular computer operating system.

"It was a great day for Microsoft and a better day for our customers," said Kim Stocks, director of corporate communications for Microsoft. "We're excited for the opening at the Shops at Mission Viejo on Thursday. It's a grand opening celebration and we want to do lots of things that make the Microsoft Store on the 29th the place to be."

With that in mind, the first 1,000 people in line will receive a gift bag that includes two tickets to see Canadian pop star Justin Bieber perform in the mall's parking lot the same day. In Arizona, those who lined up early reportedly received door prizes and coupons.

Additionally, the first 350 people to purchase a PC will receive a free copy of Office Home and Student and anybody who purchases a PC on opening day will receive a free Hewlett-Packard printer.

The stores are the creation of David Porter, formerly of Dreamworks Animation SKG and Walmart, who joined Microsoft as vice president of retail stores to helm the rollout.

Stocks said the company's intention in moving toward traditional brick and mortar retail is not to take competition away from retailers including Best Buy and Fry's Electronics who also sell Microsoft products, but to put as many of those products under one roof.

"We absolutely see the Microsoft Store as an extension and a complement to our retail partners," she said. " ... There are so many choices in the world of PCs and we're looking at what those products are and how we can provide a showcase for some of those greater technologies.

While the Arizona location was the country's first, the Mission Viejo location will be the first to open in the same center as an Apple Store. Those expecting a head-to-head battle come Thursday will be disappointed, however, as the Apple Store at the mall has been closed for renovation and is not scheduled to reopen until November.

Apple did not immediately return a request for comment.