Google picks London for its first shop-within-a-shop

The store sells Nexus and Chrome devices

Inside the Google Shop in London.

Inside the Google Shop in London.

Google has opened its first shop-within-a-shop in London, yet another retail experiment by the company, which already has counters in third-party stores.

The London shop is located inside the Currys PC World store on Tottenham Court Road, and it features Google's Nexus devices, Chromebooks and other products. Currys PC World is the biggest consumer electronics retailer in the UK.

Google's shop is not a full blown retail outlet like Apple's huge and sophisticated stores, but more of a modest test balloon for the search giant. It builds on dedicated areas Google has already in big electronics stores.

Although not very big, the shop is prominently located by the entrance of the Currys store, so it's impossible to miss. Shoppers can test and buy Google's Android phones and tablets as well as Android Wear smartwatches and Chromebook laptops from partners such as LG Electronics, Motorola Mobility, HP and Asus.

To attract visitors, Google has also built a doodle wall where digital spray cans are used to create new versions of the company's logo. There is a huge Google Earth screen and a Chromecast Pod, in which customers can watch YouTube videos, as well.

For those who want to visit the shop, here is a tip: go to the Warren Street underground station instead of Tottenham Court Road, which unlike the shop is located at the beginning of the road. For now, Google isn't planning a massive expansion; two more shops, also in London, will open this year.

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