Google opens 'Chrome Zone' retail store in London
by Steven Mostyn - Oct 3 2011, 07:07
Why is the Chromebook special? Come in and see. Image: Wesley Fryer/Flickr.
Considering that Google Inc. is a California-based technology heavyweight, you’d perhaps think the search titan would choose to open its very first bricks-and-mortar store in its home state—or at least somewhere within U.S. borders. You’d be wrong.
Indeed, rather than, say, popping up north and opening a store in Canada, Google has actually partnered with prominent UK retail chain PC World and opened its first physical outlet on London’s tech-focused Tottenham Court Road.
Described as a “shop within a shop”, the new 285sqft “Chrome Zone” is Google’s first attempt at attracting proper foot traffic and is packed specifically with Samsung’s ultra-portable Chrome OS-powered Chromebook computer and a selection of related accessories.
According to Arvind Desikan, Google’s head of consumer marketing, the mini store will by open for three months and should enable the company to play with the platform “and see where it leads” in the long term.
“We found anecdotally that when people tried the device and played with it, that made a huge difference to their understanding of what the Chromebook is all about,” said Desikan in an Evening Standard report.
“People will be able to go in and have a play with the devices,” he added. “We want to see whether people understand what this device is all about and monitor their reaction when they try it out.”
Given than the Chromebook is currently only available as an online purchase in the UK (through either Amazon or PC World), it quickly becomes apparent why Google chose the London location.
A second temporary outlet is expected to open in Essex by the end of this week.
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