Google has opened its first ever physical retail store in New York City.

The software giant said that the new space would give customers an “immersive” experience and enable hands-on interaction with the company’s devices and services – including Pixel phones, Nest products, Fitbit wearables, and Pixelbooks.

The design of the store, which opened its doors on Thursday, was carefully mocked up before development. Every element was tested from the space, layout, technology, and the overall experience for customers.

Near the shop’s entrance there is a 17-foot-tall circular glass structure called the ‘Google Imagination Space,’ which has custom interactive screens that feature rotating exhibits for visitors to experience different products and technologies.

The company is beginning with an experience around Google Translate and its machine learning capabilities. Customers are able to “speak to” the exhibit and get real-time translation of the words in 24 languages simultaneously.

The store has a ‘Nest Gallery Wall’ displaying 35 of Google’s home products in their full range of colours and materials.

The space also includes ‘sandboxes,’ or rooms in which people can experience products in real-life scenarios. The Nest Sandbox for example is a simulated living room.

The Pixel Sandbox enables shoppers to test out Pixel’s newest camera features in a custom light installation.

A workshop space will host regular events and workshops, including story time for families, cooking demos, photography lessons, and YouTube concerts.

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