More than a year after a failed attempt at establishing a retail presence, Google has opened the first ever Google Shop, reports the Telegraph.

The store, to be called The Google shop, will sell the company’s range of Android phones and tablets, Chromebook laptops, and Chromecast TV services. The shop will hold tutorials showing consumers how to use the devices and hold demonstrations showing off key Google apps. It is the first time that Google has opened a shop under its own name.

The Google Shop is store-within-a-store in a flagship branch of Currys PC World, a large electronics retail chain on Tottenham Court Road. The road is gadget central in London, almost every other store on the street selling consumer electronics … 

James Elias, UK marketing director for Google, said that the store would offer a unique try-before-you-buy experience.

We’re incredibly excited to launch this space – the first of its kind anywhere in the world – in London with Currys PC World […]

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.

Fun features include a Google Earth videowall, and a digital doodle board. The stores will also offer classes and events, from tutorials on online security to “Virtual Space Camps” to teach children the basics of coding.

Google had previously set up a so-called ‘Chromezone‘ in the same store, later rolled out to other stores, but those didn’t make much of an impact. The company will doubtless be hoping that using its own branding will give the mini-store greater presence.

Google plans two further stores, both in the UK: one in Fulham, west London, the other at a very large out-of-town retail park in Thurrock, Essex.

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