Cannes Lions

GOOGLE SHOP

GOOGLE RETAIL LAB, Mountain View / GOOGLE / 2015

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Overview

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Credits

Overview

Execution

We looked to the Googleplex and iconic tourist attractions for inspiration on how to bring a web company to the physical world. Bike rides through the Googleplex prompted us to incorporate the same bright colors, light-filled open areas, modular furniture, and special nooks & crannies found throughout Google offices. The experiences created at the Monterey Bay Aquarium, the NYC New Museum and other excellent attractions led us to focus on building an experience-led shop, allowing people to pick up a device while “leaving through the gift shop” rather than leading with device sales. Finally, we wanted the shop to be intensely local, incorporating local Google Doodles, local landmarks and local media into the designs.

Some of the most magical parts of the Google shop are the parts that you can’t see. We focused on empowering the shop staff through design. Modular seating that connects magnetically and rolling tables enable the shop to be repurposed for events or one-off conversations. The staff can also reveal a range of “Easter eggs” to customers, including iPhone and Android charging cubbies and a height-adjustable podium that allows everyone to have a special experience with Google Maps, even little kids.

Outcome

The Google shop is already driving substantial incremental traffic and sales to our retail partner. Reception to the shop has been incredibly positive, with the opening generating over 55K mentions on news sites (including WSJ, The Telegraph, Forbes, etc.) and nearly 200K social mentions in the first ten days alone. We’ve designed the shop to encourage social interaction, enabling people to share their Doodle creations and the selfies that they capture in a custom-designed photo booth through Twitter, Facebook and other social channels.

Not only is the shop driving strong business results, it is also giving us a place to have meaningful, real world conversations with users. Whether helping an older gentleman better understand how to use his Chromebook, giving a little girl the breathtaking experience of digitally spray painting her own Google Doodle or teaching a group of school kids how to build an instrument out of a banana and a little bit of code, we’re bringing countless technology-powered, special experiences into the retail environment.

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