At Google’s I/O Developer Conference, the company announced the opening of its second physical store in Williamsburg, Brooklyn. The company says the new store is the first of its “neighborhood stores” and will provide shoppers with a similar hands-on experience to its first-ever physical retail store, which opened in Chelsea, Manhattan last year. The new Williamsburg store is located at 134 N 6th Street and will open to the public on June 16.
Customers can visit the store to try Google’s hardware products, such as the Pixel 6 Pro or Nest Audio. The store includes an area with sofas so shoppers can imagine what it would be like to use specific Google products at home. The area will also be used to host local events and workshops.
Similar to Google’s flagship store, customers can also find products on the “Grab & Go” wall or pick up a pre-order they placed online. There’s also a ‘Here to Help’ desk that customers can visit to get help with things like Pixel phone repairs directly from Google experts.
The store will also feature interactive displays designed to show how Google’s hardware and services work together. For example, you can explore Google Fi phone plans and find out which Pixel color you like best.
Additionally, the store features an installation by Brooklyn-based artist Olalekan Jeyifous, whose art explores the relationships between architecture, community and environment. Google will use its Williamsburg store to host local events that celebrate Brooklyn, such as guided walks where users can try out Pixel camera features.
Although Google has been exploring storefronts for a while now and experimenting with pop-ups, the company seems to be taking its branded retail experiments with this second location seriously. Retail outlets also seem to be part of a bigger hardware push for the company.