After Amazon, another giant of the web chooses Chicago for the opening of its own physical store. This time Google is opening a new hardware store in the neighborhood of Bucktown. The model is pop up, so that visitors can easily try all the new Google technologies such as smartphones and smart speakers.

The Mountain View company has chosen a pop-up store model because it is the most effective way to engage the user and make them live the experience of discovery, knowledge and purchase of the product: "Take a stay-cation and come hang out with Google Home Hub in a real-life treehouse. Soar above the city on the swing set and capture the moment with Top Shot on Pixel 3. Experience Google IRL and get our newest products -- you'll know it's us by the Google bike outside. The only place you can shop Google products in a fully Google-made experiential space."

In addition, Google has decided to animate the Bucktown neighborhood with a series of events and initiatives that will not go unnoticed, such as treasure hunts, concerts, workshops to prepare marshmallows, seminars dedicated to how to capture the best selfie and other special events.

After the Chicago store, the IT company is ready to inaugurate another similar store in NY. According to the press, Google will use its own pop-up stores to gather information and ideas to open its own flagship store.