Google opened their first ever physical retail store over the weekend. The ‘Chromezone’ operates within an existing branch of Currys/PC World in central London, England, and exclusively sells the Samsung version of the Google Chromebook.

The Samsung Series 5 Chromebook, as the name suggests, runs on Google’s own Chrome operating system. In the Chrome shop (it’s more of a dedicated area) on Tottenham Court Road, a handful of sales assistants are around to help users get to grips with the Chromebooks. From the pictures making the rounds, it doesn’t look like the Chromezone will rival the Apple Store anytime soon, but the development is thought to be more of an experiment right now, the Samsung Series 5 Chromebook having been on sale online in the UK since July.

The main point of innovation of Google’s Chromebooks is that the laptops don’t have any traditional HDD storage, instead storing all data in a cloud.

“Chromebooks are the perfect laptops for people who live on the web, and offer a faster, safer and more secure online experience, without all the time-consuming and confusing maintenance required by typical computers,” said Arvind Desikan, head of consumer marketing for Google in the UK and Ireland, in a statement.

The Wi-Fi only version of the Samsung Chromebook is selling at £349 (around $537), while the Wi-Fi plus 3G model costs £399 ($614). There will be another Chromebook store opening in Thurrock, Essex, on 7th October.