Plans for a retail store in New York City have been scrapped by Google after spending $6 million renovating a space in SoHo.
According to Crains New York Business, the company now plans to sublease the 5,442 square-foot space for $2.25 million a year.
No explanation has been given for the decision as of yet.
Envisioned as one of Google’s first stand-alone outlets in the US, the space would have sold Google products, including Chromebooks and Nexus tablets, giving the company a way to compete with Apple’s numerous stores throughout the city.
There is no word yet on whether the abandoned New York plan means that Google is giving up entirely on physical outlets.
But the company will want to capitalise on the space after spending a lot of time and money renovating the 131 Greene St. location.
The firm renovated the building by creating a sunken area in the rear, installing glass skylights, and exposing the brick walls, as well as restoring the building’s exterior.
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Other tech firms are also getting in on the brick-and-mortar action with Microsoft opening an impressive flagship store on Fifth Avenue last week.
The Greene St. location would have put Google among upmarket brands such as Louis Vuitton, Dior, and makers of high-end sound systems Sonos.
As Crains New York Business notes, Google opened a kiosk inside Curry’s PC World in London earlier this year, marking the firm’s first foray into physical retail outlets.
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