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Google’s Second Store to Feature ‘More Intimate’ Neighborhood-Focused Format

Google is sticking close to home with its second brick-and-mortar location. Set to open June 16, 2022 in Williamsburg, Brooklyn, the tech giant’s newest store will be located just across the East River from its first, in Manhattan’s Chelsea neighborhood.

The new Brooklyn Google Store will be the first to feature what David Williams, Director of Retail Operations at Google, calls a “neighborhood stores” format, with a smaller, “more intimate” footprint than the Chelsea flagship and design elements celebrating the shop’s location.

In the case of the Brooklyn store this will include an installation by Brooklyn-based artist Olalekan Jeyifous at the entrance. Williams said the store also will host local events to celebrate Brooklyn, such as guided walks around the neighborhood where customers can try out Pixel photography features.

Some features of the Chelsea flagship will be carried over to the smaller Brooklyn location, including the popular Here to Help desk, for support with Google devices, and the ability to get hands-on with Google’s products and services. Interactive displays throughout the store demonstrate how the company’s hardware and services work together.

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Customers will also be able to “kick back” in a couch-laden lounge area to see how it might feel to use Google products at home, and Williams promised that this space also would be the site of local events and workshops. A Grab & Go wall also will allow customers who already know what they want to quickly get what they need, and online orders will be available for pickup at the Brooklyn location. “Since opening this flagship store in the iconic Chelsea neighborhood, we’ve heard how useful it is to try out our products in person — like giving the Pixel 6 Pro a spin or listening to a YouTube playlist on Nest Audio,” said Williams in a blog post announcing the new store. “Feedback plays a big role in improving our stores, and we’ll keep listening to make sure you get the most helpful shopping experience — from Manhattan to Brooklyn.”

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