What Is It?
On Friday, November 15, it was announced that Google is setting up six temporary kiosk locations to demonstrate various Google products. The project, known as Google Winter Wonderlab, is a way for Google to show the general public that Google is more than just a search engine and has a lot to offer. This retail setting is something new for Google.
The Setup
One of the locations labeled as “Chicago”, would have been more appropriately called Chicagoland, because it was in Aurora, which is 35 miles from Chicago. I’m in Chicagoland too, but since it’s almost 11K square miles, luck has it that the Google Winter Wonderlab is 80 miles away from me. Aside from the whole distance thing, we kind of had a weather situation with 90 MPH winds, non-stop storms, hail, lighting, and a few tornadoes that I would have to drive through going to and through again coming back… but it was opening day, so I decided to go.
First Impressions
I arrived at the Google Winter Wonderlab not knowing what to expect. If you’re looking for it and even if you’re not, you can’t miss it. There’s a gigantic snow globe bubble surrounded by various winter blue/white color themed “Play Zones” labeled Games, Browsing, Shop, Videos, and Music smack dab in the middle of the mall. It’s probably the biggest kiosk of its type I’ve ever seen because it’s not exactly a store as it’s open without any walls. Keeping with the winter theme, there’s a gang of Google Specialists in light blue shirts (who I’ll refer to as Blue Shirts) hovering the area, ready to answer anyone’s questions. Each of the labeled station has either Chromebooks or Nexus 7s or a combination of both ready for any passerby to mess with, in total I counted 26 Nexus 7s and 7 Chromebooks on display.
The Snow Globe
As my luck typically serves me, the Snow Globe wasn’t running yet. Fortunately though, one of the Blue Shirts told me what it was all about. You can sign up right there or at the Winter Wonderlab website to schedule a time to enter the Snow Globe so there’s no lines. Once you’re in the Snow Globe, you’re able to make a slow motion video as you play in CGI “snow” to share via social media. I wasn’t able to see it in action, so I’m not 100% on how the process works, but it seemed like a neat idea.
What Was Missing?
This was the first day that the Winter Wonderlab was open, so I know there were some logistic issues (no thanks to the weather) and not everything was running yet according one of the Blue Shirts. I know that Chromecasts will be demoed as well and there was a TV on, but I don’t think it was was actually running on a Chromecast. It kept changing channels and/or inputs like they were still testing it, but to be fair I didn’t ask. Anyway, as mentioned earlier, it would have also been nice to see what the Snow Globe was all about. I was told the Snow Globe should be ready in a week or so and I’d imagine the same is true for the Chromecast.
Aside from what was actually there, I would have also liked to see other Google demo items such as the Nexus 10, Nexus 5, and Android TV (formerly Google TV). Although it’s a stretch because of the cost, demos of Project Glass to the public would have had people lined up out the door. I think Google could have at least mentioned Google Glass with a video demo and/or shown other Google[x] ambitions such as Project Loon.
What Was Working Well?
From what I saw, there was a constant stream of people trying Nexus 7s and Chromebooks. The Blue Shirts were also very busy answering peoples’ questions and were very engaging, enthusiastic, and friendly. I overheard one of the Blue Shirts talking about how Google Music works well with his iPhone to a customer and there was another demoing a Nexus 7 who kept saying how she had no idea there were tablets other than iPads and was amazed. Google products were being talked about from the ends of both software and hardware: Google has a solution no matter what you needs are, even if you have an Apple product. Google was there and people were curious, success!
Final Thoughts
From what I saw, the Google Winter Wonderlab did what it was supposed to do. It drew people in, even if everything wasn’t working quite yet; the public got to play with actual devices and they were asking questions. I think Google is trying to tread lightly with this project and show the public that they’re more than just a search engine, they’re a technology company. I don’t think Google is trying to one-up the competition here, rather it’s to plant a seed in consumer’s minds that there’s more than just iPhones, Kindles, iPads, and Windows Laptops out there. Additionally, there’s Google services that aren’t device specific that work on all kinds of platforms to fill technology needs.
Although one can actually buy devices there, I think that’s secondary to the purpose of Winter Wonderlab (note though, you can get a $25 Play Store credit if you bought from kiosk or from the Best Buy Mobile or GameStop stores in that mall). Simply from the chatter I was hearing, this was more of a “hey, Google has a hardware and/or software option for you daily technology needs, check it out” rather than “buy our stuff” or “bring your device in for tech support”. The Blue Shirts were more about talking about devices and services and answering questions rather than selling them. I think there’s the idea that the devices and products will sell themselves if people simply try them and ask questions.
This was a real attempt by Google to set itself in a retail setting. I know the Winter Wonderlab is limited in scope, but it is temporary; the one I was at will be only be open until December 25. Perhaps this project was a test to see what works and what doesn’t. This is a small way to push the Google brand aside from its search engine into mainstream. I hope the next time Google does something like this, they don’t just dip their toes into the water, but goes big and demonstrates more of what Google is about. Google has a lot to offer, but I’m sure it could be pulled off in a classy Google-kind-of-way that’s functional. Aside from my small complaint about lack of devices, Google Winter Wonderlab is a great experience. If you have one near you (maybe not 80 miles away like I did), check it out.
http://youtu.be/4sbq9OX1nM0
