It was bound to happen eventually. Following in the lofty footsteps of Apple and even Amazon, Google have finally opened their first physical store. This time, however, it's us mere English peasants that are getting there first with the launch of the Google store on Tottenham Court Road in London. The shop is located in Currys PC World, in the same area that housed the Google Chromezone shop back in 2011, a chain which then rolled out across the UK. Will the Google store follow suit? It's certainly a more notable move to open a shop under your own name (one of the largest names in the world in fact), so Google are not exactly going to have any troubles as far as brand recognition is concerned.
Consumers might initially be confused by the very notion of a Google store of course, but with the shop set to stock a selection of laptops, phones, tablets and smart wearables, it could serve as a legitimate competitor to Apple in the physical retail sector. This first store also has a few nifty tricks up its sleeve besides its sleek design (which we'll get to later), such as a “Playpod” with its own mounted Google Chromecast device, that lets visitors transfer their videos and images from their own Android smart devices on to the big screen.
Google have opened their first physical store on Tottenham Court Road in London
The shop also features a row of mobile phone charge pods (very handy indeed that) and a special “Doodle wall,” which lets visitors use a virtual spray paint can to doodle over an animated version of the Google logo. These creations can then (as is very much the custom these days) be shared via social media. Other, less impressive but still notable features of the store include a gigantic Google Earth “Portal,” that will allow users to virtually fly around the world, and a unique GIF generating photobooth.
As well as offering these unique technological features (which could make the space feel more like a science museum than a traditional electronics store) and encouraging visitors to experiment with and get to grips with Google products, the store will also be following Apple's lead in hosting special classes. These will teach visitors how to use the assorted products and generally develop their technology related skills, so they could be perfect for young or elderly users. The first such classes will be a children's class hosted by MaKey MaKey, which will teach kids programming through the use of touchpads and circuits, and an Android Wear session showing people how to use wearable Android technology. Both are scheduled to take place this weekend.
The shop is located in Currys PC World, in the same area that housed the Google Chromezone shop back in 2011
The design of the store, meanwhile, stands in stark contrast to the bright whites and futuristic textures used in Apple stores, instead opting for a more colourful, fun look, that really represents the brand. It is thought to have been design by Google's own in-house design team. Though this is just the first Google store to hit the streets, the company is aiming to open two more by the end of the year in Fulham and Thurrock (in Essex), both of which will be housed within existing Currys PC World stores.
Of the store's launch, James Elias, UK marketing director for Google, said they are “Incredibly excited to launch this space - the first of its kind anywhere in the world - in London with Currys PC World.” He added that “The pace of innovation of the devices we all use is incredible, yet the way we buy them has remained the same for years,” and feels that “With the Google shop,” they can “Offer people a place where they can play, experiment and learn about all of what Google has to offer.” Ainsley Sykes, senior project manager for Currys PC World, said they are “Delighted to partner with Google in bringing a world first retail experience” to one of their stores. He thinks “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.” He adds that, as with Apple and their purported 'Geniuses', “Google experts will be on hand to maximise the experience for users and provide help and support around the Google eco-system in a fantastic space that compliments the interactive and informative environment” we aim to create for customers visiting all of their stores.
Google also launched a new online store yesterday that's specifically built to sell Google hardware
In a move that is surely no coincidence, Google also launched a new online store yesterday that's specifically built to sell Google hardware. The hardware section of the Google Play Store was always a little tricky to find before, so it seems like a logical move for the company. They even admitted themselves that the change was a long time coming, stating that; “As we’ve added more products to the family, we thought it was time to make it easier for you to learn more about them.” Of course, the Play Store will remain the hub for buying content for your Android devices, but all hardware will now be found in the Google Store.
Benjamin Hiorns is a freelance writer and struggling musician from Kidderminster in the UK.
