First Google-Branded Store Ever Opens, In London

Google Inc GOOGL GOOG opened, in London, its first Google-branded store in the world. Well, actually, it's a store inside another, bigger, store. The shop is housed within Dixons Carphone PLC's DC Currys PC World store on Tottenham Court Road. In fact, the English company will receive all the incomes from the sales.
"In some ways, the Google Shop is more of a branding exercise than an approximation of a standalone store," a Wall Street Journal article explains. And Dixons Carphone Chief Executive Sebastian James seems to agree with this idea, since he characterized the move as "billboarding," adding that the space was not rented by Google, but rather branded by them.
The CEO said the Google Shop was "fantastically expensive" for the tech behemoth, but pointed out that the resulting experience could not be easily replicated.
"The Google Shop features what the company described as ‘an immersive surround-screen installation' where users can ‘fly' through any part of the planet through Google Earth. It will also have a wall where people can use digital spray cans to paint their own take on Google's logo, which they can then share on social media," the Wall Street Journal article describes.