Google Hardware Store

An immersive pop-up environment designed for people to experience new Made By Google devices.

Deeplocal acted as the creative technology partner on the Google Hardware Store pop-up shops in New York and Chicago, designing the user experience and engineering the devices to create a playful, immersive environment that invites visitors into the world of #MadeByGoogle.

Challenge

With the release of three new pieces of hardware (Slate, Pixel 3, and Home Hub), Google wanted to create a physical environment where people could try out the new devices before purchasing. But a traditional store or pop-up shop wouldn’t be right for Google.

Strategy

The team wanted to reinvent the idea of a retail experience to create a connected, on-brand space where people could truly interact with each device. This became the Google Hardware Store, inspired by the get-it-done attitude of classic hardware stores and tool shops, but made interactive and magical with Google’s emerging technology.

Execution

Each experience in the Hardware Store shows people how a Google device can be a tool that makes impossible projects possible. Guests can play in the interactive treehouse, which is entirely controlled by the Home Hub, and allows people to test features like controlling connected devices, watching and listening to content, and taking selfies. Then guests can visit the themed mini nooks: a Kawaii Kitchen that provides snacks and recipes on voice command, the Unlabeled Record Store, which shows off how Pixel Lens and YouTube Music work together, and the Photos Nook, where they can explore Google Photos. People can also hop on the Top Shot Photo Op, a real larger-than-life swing with an interactive mechanical backdrop, to experience the new Pixel 3 feature that chooses the best photo from a series. And if they want to spend some one-on-one time with a device, they can check out a Google Tool Box. Inside each one is the hardware device and some guidance on fun features to try.

The Google Hardware Store popped up in New York and Chicago for the holiday season. Press outlets like AdWeek, DigitalTrends, and The Chicago Tribune caught wind of it and told their audiences not to miss out.