Google Goes Retail

One of the biggest challenges of big tech companies is the lack of physical experiences for its consumers. Now Google has become the latest of those companies to open a brick-and-mortar store, clearly hoping to leveraging its brand equity by offering a tangible brand experience.

The Google Shop is based on Tottenham Court Road smack bang in the middle of London, just down the road from Apple’s U.K. flagship store. On display are android phones, tablets, Chromecasts as we well as other devices such as android wearables. Google has also added a number of immersive screen installations, where people can take a virtual trip around the world (through Google Maps), watch YouTube videos or doodle with digital spray paint cans.

This is not really surprising, as a number of tech companies are working on building a presence beyond digital screens. Amazon fore example opened its first retail store last month, and might open hundreds more in the near future.