The two pop-up spaces were built for guests to enter an oasis of all-things-Google, generating true connections with the individual products via realistic use-case scenarios. The architectural framework of each store was centered around a canopy structure which was a physical representation of the hardware family. This central design concept connected the product experience areas to one another, unifying the entire space. Guests were encouraged to flow freely through the space, visiting areas and exploring products in whichever order they chose. Interactive installations were designed and built around individual products, allowing guests to uncover the most significant features of each gadget themselves while having fun. The space was designed and built in a way that felt open and clean, with a blank slate for each guest to form their own journey. Once they stepped inside, there were endless hidden moments to discover – a tribute to the brand’s playful personality.

The focal point of our design strategy was the narrative that Google hardware is “better together”. The design connected every activation space, expanding in areas meant for communal gatherings and social experiences, while contracting in areas designed to showcase Google hardware on a personal level. For example, one fun and interactive brand moment was a captivating reactive button wall made up of 1600+ individual arcade buttons. This button wall design helped to push forward another key narrative point, that the magic of Google is literally at your fingertips. All hero products sat in the center of the store where guests could clearly see them and freely engage and explore. Along the exterior lived the inspirational product-integration walls that helped create emotional connections for guests as they were able to see the hardware alongside other items that our muse consumers might recognize from their own coffee table or work station.

Expanding our retail footprint to two locations within the largest markets in the world helped continue the brand narrative and increase conversion rates. Consumers had the opportunity to experience products in unique and personal ways, allowing them to establish an authentic connection to the brand. Through programming & events we were able to show New York and LA consumers that no matter how different every individual is, Google is able to transcend cultures and impact people wherever they are. We hosted 200,000 visitors across both cities and expanded our reach far beyond New York and LA with over 180 million social media impressions. This was the first year to have direct to consumer sales within the pop-ups which resulted in 105% of our targeted sales numbers and 3x the conversion rate of our competitors.