The first Google Store is almost open, and if you can’t make it to New York City to check out the new brick & mortar shop, a virtual walk-around is the next best thing. Google announced earlier in the year that it would be opening its first physical location for device sales, and now it has opened its doors in Chelsea, NYC.
At first, it seems like a fairly odd decision given the events of the past 18 months. Online shopping has soared in popularity, as the COVID-19 pandemic and social distancing have kept people at home and online.
Still, Google argues that it does make sense. “This new space will be a natural extension of our commitment to NYC and provide customers with hands-on interaction with our lineup of devices and services — from Pixel phones and Nest products to Fitbit wearables and Pixelbooks,” Ivy Ross, VP of hardware design, UX & research, and Nathan Allen, head of store design & special projects, insist. Part of that is a recognition that Google’s device range is now considerable, and that can be overwhelming to new users.
As a result, the new Google Store takes a more hands-on, exploratory approach. Google worked with NYC-based architect Reddymade, even building a full-scale mockup in Mountain View, CA, where it could play with the layout and figure out how to best demo both hardware – like Pixel and Nest – and software.
The end result isn’t just a retail location, but a way for Google to showcase some of the other elements which have become increasingly important in product design. That includes sustainability: both for the devices on sale, and for the store itself. The building is certified LEED Platinum by the US Green Building Council, for example, around sustainable choices for construction and materials.
“Every element of the Google Store — the materials, building processes, mechanical systems and more — was painstakingly considered and selected,” Ross and Allen explain. “For example, the veneer on the walls is a soft gray responsibly sourced hickory, each lighting fixture is energy efficient and our custom cork and wood furniture was created with a local craftsman from Greenpoint, Brooklyn. We even attached our carpeting (which was manufactured with recycled materials) in a sustainable way.”
Of course, that still left room for some more playful elements. The most conspicuous is the “Google Imagination Space”: a 17 foot tall circular glass structure filled with huge touchscreens that can be used to show off immersive demos. That’ll begin with Google Translate, which will do real-time translation across 24 different languages as visitors speak.
There’ll be specially-trained staff to give advice and do demos, and an opportunity to see all of the different color options of each product. Gamers will be able to try out Google Stadia, too, in a specially set-up game hall.
The Google Store is open from tomorrow, June 17, from 10am ET.