Google has announced the opening of its first global store on London’s Tottenham Court Road.
The US technology giant said the launch was its answer to the ‘try-before-you-buy’ shopping experience expected by customers and pioneered by companies like Apple.
The new shop will operate as a “shop in a shop” at the Tottenham Court Road branch of Currys PC World.
It is the first time the brand has opened a shop under its own name, highlighting how online companies are increasingly exploring new ways to build a physical presence on the high street.
Industry reports suggest Amazon is considering opening a standalone store in New York.
Making the announcement, 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 is expected will include tutorials and “Virtual Space Camps” to teach children about coding.
