Google has opened its first physical retail location in London this week, enabling consumers to buy their Nexus smartphone in person. Implemented on Wednesday, the Google shop is located in the Currys PC World at Tottenham Court Road, offering consumers the facility to "shop in a shop."

According to IB Times, taking a cue from its rival, Apple Inc., the Mountain View, California-based tech manufacturer Google opened its latest physical shop in London. Apart from offering Google branded devices, the Google shop will show the consumers the ways they can use the products of the company, in addition to knowing about various Google software.

The Google shop comprises a screen installation named "Portal" which makes use of Google Earth to allow patrons to simulate "flying" to any region of the world. On the other hand, graffiti artists will find the "Doodle Wall" a wonderful thing, as it allows them to virtually spray paint their individual versions of Google's logo and also share their paintings on social media. At the "Chromecast Pod," patrons will be able to watch various videos on Google Play or YouTube.

A statement issued by Google head of U.K. marketing, James Elias, read, "We think it's a genuinely unique try-before-you-buy experience." The statement went on to elucidate, "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."

In addition to opening its first physical shop in London, the tech giant has also revamped its online store, setting up store.google.com with a view to offer its devices, rather than having its product shop just being a part of the Google Play Store.

Currently, the new Google Store is available to customers in the U.S. only and it sells Google's smartphones, tablets, Android Wear smartwatches, the Nexus Player, the Chromecast dongle, the Nest smart thermostat, Google Chromebook as well as Google accessories.