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Google opens its first-ever branded retail space


New York -- Yet another online company has entered the physical retail space: Google has opened an in-store shop in Currys PC World, on Tottenham Court Road in London. It is the first time the Internet giant has opened a retail space under its own name, and two additional shops are slated to open later this year, in Currys PC World’s Fulham and Thurrock locations.

The Google shop offers customers the chance to sample (and buy) Google’s range of Android phones and tablets, Chromebook laptops and Chromecasts, and learn how the devices work together. It plans to host regular classes and events for the public, including “Virtual Space Camps” that will teach children the basics of coding.

The sleek-looking brand-centric space features an immersive surround screen installation, called “Portal,” where users can “fly” through any part of the planet through Google Earth. It also boasts a playful “doodle wall” where budding graffiti artists can use digital spray cans to paint their own take on Google’s iconic logo, which they can then share on social media.

“The pace of innovation of the devices we all use is incredible, yet the way we buy them has remained the same for years,” stated James Elias, U.K. marketing director, Google. “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.”

Currys is part of the U.K. Dixons Carphone Group.

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