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Xfinity ShowroomThis isn’t your normal Comcast service center.

Positioned right on the border of downtown Seattle and the South Lake Union neighborhood that Amazon and other tech firms call home, a new store advertises all that Xfinity has to offer. From the X1 cable box that behaves more like a streaming media player to Comcast’s smart home initiatives, the new Xfinity store serves as both sales floor and troubleshooting center.

“We’re trying to better take care of everybody’s needs so we’re not so spread out,” said store manager Nicholas Miller.

The new store may be able to serve some people better than traditional call centers, too. “We know the area, we’re more familiar with their community,” Miller said. “We know maybe ‘Hey, that apartment building has got really thick walls so they’re going to need something different than our normal router.’ ”

Comcast has to combat some serious consumer frustration. With this physical location, the cable giant is hoping to provide an alternate solution for people who are looking for cable or internet service but don’t want to deal with the company’s infamous phone support.

Xfinity Store
Customers can sit while they wait for help, or just explore various Xfinity offerings

Xfinity customers, or potential customers, can come to the store to pick up equipment, test out new features or get help with technical problems. The store has sections for its internet, cable, voice and connected home solutions, with both salespeople and technical experts on hand to help customers.

Miller expects wait times to be under 10 minutes at most times, but after-work and lunch rushes might slow things down. Currently, customers can’t make an appointment for the store, but Comcast will start testing that functionality soon.

This isn’t the first next-generation Xfinity Store. In fact, it’s the 10th in Washington state alone. However, the central location in Seattle means this will be the first time many customers experience the new approach.

The store will also serve as an advertising tool. Comcast hopes its sleek design and inviting atmosphere will draw people into the Apple-like space, where they’ll be able to charge their phones while they explore the X1 cable box or see how the in-store Xfinity Home cameras are accessible by iPad.

The Xfinity store, located above the Bank of America at 9th and Westlake avenues in Seattle, opens Monday at 9 a.m.

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