Google opens first-ever branded shop in London

Google has opened its first-ever branded shop at Currys PC World in London.

James Elias, the UK marketing director for Google, said, ''We're incredibly excited to launch this space - the first of its kind anywhere in the world - in London with Currys PC World.

The store, The Google Shop, will sell the company's range of Android phones and tablets, Chromebook laptops, and Chromecast TV services.

The shop will also hold tutorials and demonstrations for key Google apps for consumers.

According to commentators, opening a shop under its own name highlighted how online companies were increasingly exploring ways to open physical stores.

Amazon is said to be mulling opening a shop in a standalone location in New York.

Google earlier opened ''Chromezone'' in the Tottenham Court Road shop in 2011, which Dixons then went on to roll across the UK.

Dixons is the owner of Currys PC World. The internet search company had also opened ''Androidland'' in shops in Australia.

However, this was the first time it had opened a shop under its own brand. The shop would operate as a ''shop in shop'' within the Currys PC Word.

Google plans to open stores in West London and Essex next week as it looks to counter Apple's dominance in the tech world with over 700 million iPhones sold since its launch in 2007.

The company also intends to keep a step ahead of the new Apple Watch, which will hit stores next month and is projected to sell 20 million pieces worldwide by the end of the year.

According to Elias, despite the nation's love affair with technology, the British still liked to try before they buy.

He said, ''The pace of innovation of the devices we all use is incredible, yet the way we buy them has remained the same for years.

''People are always looking for an amazing shopping experience. We want them to come in and be able to play with all the gadgets, experiment and learn.

''And we want them to get a feel of other Google innovations like Google Earth and Doodle Wall.''