1. Make sure you are looking at the correct partition 'BERNINA_V9DP'
  2. The correct partition will contain several files including the setup file
  3. Turn the Antivirus off (Not just pause)
  4. Restart the computer with USB stick plugged in
  5. Some computers might require more time to recognize the partition containing the installation files
  6. If the partition isn't recognized even after 10 minutes, try a different USB port
Note: Computers with ESET Antivirus need to uninstall the Antivirus to recognize the USB stick correctly and install V9

If the above does not work, you can download the installation files here: