What: The Chelsea store was a laboratory for Google in order to venture into retail. Now they are rolling over the plan.

Why it is important: The strategy appears to be to cover territories via low-scale but service-full hubs, just like what Nordstrom is doing with Nordstrom local. For now, no information has been released about a potential expansion to Europe.

Google has announced the opening of a new store in Brooklyn, one year after the opening of the Chelsea store in New York. This is the first of a new breed, called “neighborhood stores”, aiming to offer similar experiences as in the flagship store, but in a more intimate setting.

The store features art installations from local artists, a Here to Help desk (a feature that was appreciated in the Chelsea store), and the possibility to test products on site, in addition to a grab and go service.

Google is expanding "neighborhood stores”