Search giant Google has opened up its first ever store on London’s Tottenham Court Road (see photos below).

Known as ‘The Google Shop,’ it is based inside the store of UK electronics retailer Currys PC World, only a short distance away from Apple’s main store on Regent Street.

The store will offer a range of devices from Google including Android phones, Android wear smartwatches, Chromecast TV and Chromebook laptops.

In addition to product sales, the store will also offer tutorials to show consumers how to use the devices and key Google apps, as well as feature an interactive Google Maps wall.

James Elias, 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 pace of innovation of the devices we all use is incredible, yet the way we buy them has remained the same for years.

“With the Google shop, we want to offer people a place where they can play, experiment and learn about all of what Google has to offer; from an incredible range of devices to a totally-connected, seamless online life.

“We think it’s a genuinely unique try-before-you-buy experience,” he added.

Although Google previously opened ‘Chromezone’ shops in the UK within Dixons outlets, the owner of Currys PC World, this will be the first time it has opened a shop under its own name, highlighting how online companies are exploring the possibilities of physical stores.

Amazon is also supposedly thinking about opening its own store in New York.

Google plans to open two more stores in Currys PC Worlds in Fulham, West London, and Thurrock in Essex.