Located in a trendy Chicago neighborhood, the tech company is planning its first standalone location to better showcase its products as well as give it a competitive edge against Microsoft and Apple

Google is making moves to become more than just a search engine with a permanent flagship location. In a time where IRL shopping seems to be undergoing a transformation to best serve consumers' changing needs, the tech giant is moving beyond its experimentation with pop-up shops in the form of a 14,000 square foot two-story retail space in Chicago.

At this location, Google will be moving in to a neighborhood where upscale retail is on the rise, joining major retailers like Lululemon and Anthropologie. Fulton Market’s is beginning to gain a reputation as the place to be for companies looking to step in to the realm of retail, thanks in large part to Google’s presence. The shelves of this store are anticipated to be stocked with Google technology including smartphones like the Pixel and voice command assistants like Google Home.

Google observed the consumer need in the electronics market to test run products before purchasing, a purpose it hopes this retail location can serve. This permanent space also aims to better showcase the brand's growing line of electronics and tech.

Lead image: Google corporate campus, Fulton Market, Chicago stock photo from Antwon McMullen/Shutterstock

Google is making moves to become more than just a search engine with a permanent flagship location. In a time where IRL shopping seems to be undergoing a transformation to best serve consumers' changing needs, the tech giant is moving beyond its experimentation with pop-up shops in the form of a 14,000 square foot two-story retail space in Chicago.

At this location, Google will be moving in to a neighborhood where upscale retail is on the rise, joining major retailers like Lululemon and Anthropologie. Fulton Market’s is beginning to gain a reputation as the place to be for companies looking to step in to the realm of retail, thanks in large part to Google’s presence. The shelves of this store are anticipated to be stocked with Google technology including smartphones like the Pixel and voice command assistants like Google Home.