To be honest, I don't think this was the 'store' opening. In fact, I don't really know what this was... there appeared to be customers present, yet staff were clearly unpacking the computers and he told the cameraman to watch the paint. Hmm...
Personally, I think this is doomed to fail. Not selling anything in store, even monitors and accessories, is a mistake. Retail stores rely on customers making impulse purchases. The desire to spend certainly decreases when you have to spend 20+ minutes working through the order process with a staff member, and with the knowledge that you won't leave the store with anything tangiable in you hand.
From a design point of view, the layout and decor of that store is horrendous. The mix of Dell blue signage, stark white floors and horrendous wood panelling just doesn't work, and the glass dividers certainly don't lend to an integrated shopping experience. Further, the 'entertainment zone' and Dell's attempt at a Genius Bar seem like last minute, poorly executed additions.
With Apple having their own store in the mall, it will be interesting to compare the foot traffic that each company experiences.