Google announces its first-ever physical retail store

Illustration of a high-end store on the ground floor of a multistory brick building.
Enlarge / Google’s mockup of its retail retailer.

In a new blog post, Google introduced its “first-ever bodily retail retailer” will launch this summer time within the Chelsea neighborhood of New York Metropolis. The corporate says the “Google Retailer” will characteristic the predictable assortment of Google hardware like Pixel telephones, Nest units, Fitbits, and every thing else the corporate makes, together with repairs, workshops, and tech help.

For those who’re considering “There is not any manner that is Google’s first-ever bodily retail retailer!” Google’s assertion is a reference to a everlasting, freestanding retailer. The corporate commonly does non permanent, seasonal “pop-up” shops on a regular basis across the holidays, and it has a small model retailer within Greatest Buys within the US in addition to related offers with different shops worldwide, like a bigger retailer inside Curry’s PC World in London.

By our rely, that is Google’s fourth try at a freestanding, everlasting retail location. Who might neglect the primary try, the Google Barges, a fleet of container ships that Google secretly bought beginning in 2010 with a purpose to create floating retail showrooms that may presumably journey the world whereas pitching futuristic merchandise like Google Glass. (What a time that was!) By 2014, regulators had gotten wind of Google’s plan, and fire-safety considerations torpedoed the mission.

In 2015, we realized about plans for a “flagship” retail retailer, this time within the SoHo district of NYC (a bit south of the present location). Google leased a 5,000-square-foot area and reportedly spent $6 million renovating the constructing earlier than mysteriously strolling away from the mission and deciding to sublease the constructing.

Try #three was in 2018 in Chicago, the place the Chicago Tribune stated Google was planning a flagship retail area within the Fulton Market district.  Eight months later, a follow-up report stated, “Google halted plans late within the leasing course of.”

Google’s earlier retail makes an attempt have not taken off, however with an official announcement, this retailer in New York Metropolis is additional alongside than any of these different “rumored” shops through the years. New York was the primary place Google expanded to after California, beginning in 2000, and as we speak town is dwelling to Google’s largest campus exterior of the primary headquarters in Mountain View. Along with the Manhattan headquarters on 111 eighth Ave., the corporate purchased the Chelsea Market constructing (a famous mall/meals court docket) for $2.4 billion in 2018 and introduced an enlargement into Hudson Sq.. This new Google Retailer could be proper in the course of the Google NYC Campus.