Google to open a physical shop in New York

The tech giant is about to move one step closer to retail opening a physical shop in 96 Spring Street in New York City.

The shop will be called “Made By Google” and it will actually be a pop-up setup. The shop will be selling a variety of products that are part of the hardware line that Google just unveiled during the Pixel event. Naturally, the Pixel smartphones will also be sold at the shop, which makes it the first direct line to the product that customers can use.

The shop will open on October 20th, which also happens to be when the smartphones will become available on the shelves of retailers. More than just the physical location, however, it’s the “Made by Google” branding that’s going to make the biggest difference on how the industry views the company’s chance as a hardware seller.

This is important as well, since the major impression that critics have when it comes to Google’s phone offerings so far, from the Nexus to the Pixel is little more than an experiment. If this keeps on happening, the company’s newest smartphone is going to fall by the wayside, especially when going up against Apple and Samsung.