Google opens first ever Google Shop in ...

A customer tries the digital spray wall at the new Google shop in London. Image: (PA)

Google has finally entered the physical retail space, launching its first ever Google-branded high street shop, dubbed the Google Shop, in central London. The debut store, situated inside Currys PC World on Tottenham Court Road, is just a few roads away from Apple's flagship Regent Street store, and will showcase the company's range of hardware and apps.

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 and highlights how online companies are increasingly exploring ways to open physical stores. Amazon is thought to be considering opening a shop in a standalone location in New York.

Google previously opened a “Chromezone” in the Tottenham Court Road shop in 2011, which was then rolled out across the UK by Dixons, the owner of Currys PC World. Google has also opened “Androidland” in shops in Australia.

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"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," James Elias, the UK marketing director for Google, said in a press release.

The shop will host regular classes and events. These will include tutorials about online security as well as how to use Google devices. It will also hold “Virtual Space Camps” to teach children the basics of coding, and "Open House" events where teachers can test potential educational tools.

The shop includes a large screen called "Portal" that will allow users to "fly" around the world using Google Earth, there will also be a "Doodle Wall" where wannabe budding artists will paint their own Google logo, and a "Chromecast Pod" where customers can watch Google Play movies and YouTube.