Google has opened its first-ever branded shop, choosing the Currys PC World on London’s Tottenham Court Road as the location.
The store, to be called The Google shop, will sell the company’s range
of Android phones and tablets, Chromebook laptops, and Chromecast TV
services. The shop will hold tutorials showing consumers how to use the
devices and hold demonstrations showing off key Google apps.
It is the first time that Google has opened a shop under its own name
and highlights how online companies are increasingly exploring ways to
open physical stores. Amazon is thought to be considering opening a shop in a standalone location in New York.
The Google Earth Wall at the new shop
Google previously opened a “Chromezone” in the Tottenham Court Road shop in 2011, which was then rolled out across the UK by Dixons, the owner of Currys PC World. Google has also opened “Androidland” in shops in Australia.
However, this is the first time it has opened a shop under its own
brand. It will operate as a “shop in shop” within the Currys PC Word.
Google plans to open two further areas within Currys PC Worlds in
Fulham, west London, and Thurrock, Essex.
James Elias, the UK marketing director for Google, said: “We’re
incredibly excited to launch this space - the first of its kind anywhere
in the world - in London with Currys PC World.
“The pace of
innovation of the devices we all use is incredible, yet the way we buy
them has remained the same for years. With the Google shop, we want to
offer people a place where they can play, experiment and learn about all
of what Google has to offer; from an incredible range of devices to a
totally-connected, seamless online life.
“We think it’s a genuinely unique try-before-you-buy experience.”
The shop will host regular classes and events. These will include
tutorials about online security as well as how to use Google devices. It
will also hold “Virtual Space Camps” to teach children the basics of
coding, and "Open House" events where teachers can test potential
educational tools.
The shop includes a large screen called
"Portal" that will allow users to "fly" around the world using Google
Earth, there will also be a "Doodle Wall" where wannabe budding artists
will paint their own Google logo, and a "Chromecast Pod" where customers
can watch Google Play movies and YouTube.
Ainsley Sykes, the
senior project manager for Currys PC World, said: “We are delighted to
partner with Google in bringing a world first retail experience to one
of our stores. This will be a new and innovative way for customers to
engage in store, interacting with the immersive technology as well as
having fun while learning.
"Google experts will be on hand to
maximise the experience for users and provide help and support around
the Google eco-system. This fantastic space compliments the interactive
and informative environment we aim to create for customers visiting all
of our stores.”
