A visit to Google's Hardware Store in SoHo reveals the company's retail aspirations

By Gadjo Cardenas Sevilla

New York City - Trendy SoHo is teeming with stores and boutiques, quaint eateries and most recently, Google's ambitious new pop-up store.

Called the Google Hardware Store, referencing the software giant's various #MadeByGoogle Pixel smartphones, Chromebooks, Google Home smart speakers as well as its Nest smart home accessories and related devices.

The store itself is like Google's product webppages for these products have been made real. We see the devices in their natural or intended environment. Set against tastefully muted interior spaces with subtle dashes of colour. 

There are experiential spaces with Google products and solutions highlighted in special areas. Every corner of this SoHo store, every detail has been carefully thought of and executed. If this is the world Google imagines for us to live in, it is very tastefully appointed.

It is all very pleasing to the eye, and being able to get hands on time with Google products is well worth the visit. In my case, I was able to see Google's new Pixel Slate and accessories as well as its new Smart Display which still aren't sold in Canada.

There's a neat 'Grab and Go' section in the store for accessories like smartphone cases, chargers, Chromecasts and smaller items. Sadly the disinterested sales staff tend to take their time serving customers, so 'grabbing and going' are, like this store, more a concept than a reality.

This is where an Apple Retail Store or even a Microsoft Store has the advantage. In Apple's case, you really can Grab and Go thanks to a Store app that allows you to Apple Pay and Go. 

Or you can approach any sales specialist on the floor and they have a handheld till to be able to quickly take payment, You know, before you change your mind when that pang of buyer's remorse sets in.

This isn't going to happen for Google overnight. It took Apple and Microsoft years to refine their in store shopping experience and identity. Samsung is just getting up to that point, too.

Google's Hardware Store is still lacking these basic retail expereince elements. Like customer engagement. "Welcome to Google!" or "Are you being helped?"

For a company that's built a successful business anticipating what people need, or more specifically, what they may be searching for online, Google seems to lack that character in its store IRL.

I also had a chance to visit other stores in SoHo, even rival Apple's teeming Retail Store around the corner on Prince St. The experience was smoother and more consumer friendly.

A greeter stands at the door with a big smile. He's approachable and can assist you if you're in a hurry. There are dozens more sales associates on hand and they're super engaged. I got to see the new iPad Pros and Apple Pencils for the first time, very cool.

I remember a decade ago when Apple Retail Stores were new. There were fewer products then as Apple only focused on four product segments and iPods (yes, that was a long time ago).

There was a buzz in those early stores, for Apple fans, it was like coming to the HQ and getting up and close with products and experts and far better than what big box stores could offer.

The Google Hardware Store is that now and there is a buzz, I think it can get better. I personally hope the SoHo pop-up, which runs until the end of the year, will continue. Google should bring this experience to other cities.

For Google, it completes their aspirations as hardware manufacturers and a lifestyle brand. For their users, it gives them a great physical location to drink in the Google ethos and find what they are searching for.