A look inside Google’s first store, opening in NYC’s Chelsea neighborhood tomorrow – TechCrunch



There have been loads of pop-ups through the years, however tomorrow Google’s first retailer opens in NYC’s Chelsea neighborhood. The brick and mortar mannequin finds the corporate becoming a member of friends like Apple, Microsoft, Samsung and even Amazon, all of whom have a retail presence in Manhattan, together with a number of simply across the nook from Google’s new digs.

The brand new area, which opens tomorrow morning at 10 a.m. native time, fills 5,000 sq. ft of promoting area in Google’s large, dear West Aspect actual property funding. The retail location was beforehand occupied by a Publish Workplace and Starbucks, which vacated the premises as soon as their leases expired underneath their new company landlord.

Picture Credit: Pictures courtesy of Google and Paul Warchol

The shop’s structure is designed to be experiential, highlighting the corporate’s rising {hardware} portfolio together with choose third-party companions. Basically it’s a method for the corporate to get Pixel telephones, Dwelling choices, Stadia, WearOS and the most recent addition to the {hardware} portfolio, Fitbit units, in entrance of vacationers and locals.

“We actually used the pop-ups over the past a number of years to get a greater sense of what are buyer expectations for what we are able to uniquely ship at Google,” VP Jason Rosenthal stated throughout a press preview week. We’ve taken learnings from our 2016, 2017, 2018 and 2019 pop-ups and actually fed that studying into what we’re opening[…] in Chelsea.”

As a result of pandemic restrictions, the preview was digital. And whereas it’s open to the general public this week, the corporate will likely be sustaining the usual security precautions, as town offers with (knock on wooden) the tail finish of the pandemic.


And whereas COVID-19 nearly actually slowed the deliberate opening, Google guarantees that issues will likely be in full power beginning tomorrow. This follows a number of weeks of piloting, whereby the shop’s 50 or so staffers had been put by means of their paces, whereas the corporate put the ending touches on the expertise. Previous to this, Google constructed a full-size retailer mockup in a hangar area in Mountain View to check out concepts.

Picture Credit: Google and Paul Warchol

Along with product screens and dioramas lining the 17-foot home windows, the corporate crammed the shop with “sandboxes” — successfully situations like a front room, not dissimilar to what you would possibly discover in a big furnishings retailer — albeit higher lit. There’s additionally a gaming space for enjoying Stadia and a soundproof spot for testing out varied Dwelling/Nest merchandise.

Like Apple’s Retailer, clients can usher in for restore damaged units like Pixels. The corporate says it’s rising the variety of units that may be repaired on-site, whereas sure points, like a damaged display screen, ought to be capable of be fastened similar day.

It appears probably that the shop is a pilot in and of itself, with additional plans to open extra places within the U.S. and, maybe, worldwide markets the place the corporate sells {hardware}. For now, nevertheless, Google gained’t talk about the topic past tomorrow’s opening in Chelsea.


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