Google has set up shop on the London high street, opening its first-ever branded store in Tottenham Court Road.
The store – which is called The Google Shop – sells a range of the company's products, such as Chromebook laptops and Android phones and tablets, as well as acting as a space for customers to play with its software tools and apps.
In 2011, Google opened a "Chromezone" store in London, but this is the first time it has opened a shop branded with its own name. The firm described the facility, which will be based in a Currys PC World store, as the "first Google Shop experience Google has opened anywhere in the world".
James Elias, UK marketing director at Google, said he hopes to get closer to customers with the shop launch.
"We're incredibly excited to launch this space – the first of its kind anywhere in the world – in London with Currys PC World," he said.
"The pace of innovation of the devices we all use is incredible, yet the way we buy them has remained the same for years. 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."
The Google Shop is located streets away from Apple's store in Regent Street, which was Apple's first European retail branch when it opened in 2004.
Google said it plans to open two more stores later this year in Currys PC World's Fulham and Thurrock megastores.
News of the shop opening comes as Sony announced it was closing about two thirds of its US stores last month.
Ainsley Sykes, senior project manager at Currys PC World, said: "We are delighted to partner with Google in bringing a world-first retail experience to one of our stores.
"This will be a new and innovative way for customers to engage in-store, interacting with the immersive technology as well as having fun while learning."
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