Google doesn’t just want people to know about its new products—it wants them to know exactly how they could use them in all different aspects of their lives.

Enter the Google Hardware Store, the company’s latest pop-up dedicated to its newest products: the Pixel 3, the Pixel Slate and the Google Home Hub. Located in New York’s SoHo neighborhood, the store is more of an interactive experience than a traditional retail shop, guiding consumers to different products as they enter and educating them on how to use them.

“To us, when it comes to our goals for this, it’s as much [about] getting people excited to talk about them as much as it is to get people buying them,” said Thomas Ranese, head of hardware marketing at Google.

Shot by Dianna McDougall for Nitro-Net on a Google Pixel 3

Of course, no pop-up would be complete without an Instagrammable experience, and this one includes several: paint cans depicting the new colors of the products, a smart-home treehouse controllable with the Google Home Hub, a swing and a store associate ready to take a photo with the Pixel 3.

This is the company’s third year of featuring its newest products via pop-ups. Visitors can buy or preorder (depending on the product) in-store. Ranese declined to share whether any more pop-ups are coming in 2019.

Located at 131 Greene St., the Google Hardware Store is open seven days a week, 11 a.m. to 8 p.m., Monday through Saturday and 11 a.m. to 6 p.m. on Sundays, from Oct. 18 through Dec. 31. A similar pop-up experience is located in Chicago at 1704 North Damen Ave.

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