[1] In March 2015, Google opened a store-within-a-store within a branch of British electrical retailer Currys, at Tottenham Court Road, London.

The space offered a glimpse at hardware products the company had recently developed, including the Pixel smartphone, Google Home smart speaker, and Daydream View virtual reality headset.

The Shops are "distinctly Google", with visual aesthetics featuring "light wood grain and gray fabric pairing up with playful hints of bright colors", along with "custom-created modular furniture that nests when standing room is limited, but can easily accommodate, say, a small group of students with stool seating in a pinch".

In a comment to TechCrunch, Janell Fischer, Google's Director of Retail Marketing, said that "We love it when people can come in, discover, play and have fun and it just happens to be with technology.

[16] A fourth physical Google Store located at 153 Newbury Street in Boston, Massachusetts officially opened in 2024.

[17][18][19] A fifth physical Google Store opened on November 1, 2024, at Oakbrook Center in suburban Oak Brook.