Google wants to show families how much easier life can be with the help of its Google Home voice-activated device. Cue Google’s latest brick-and-mortar pop-up event series, a playful attempt to engage people in a bit of sensory fun, with an indoor mini golf course opening in New York’s Greenwich Village for six days starting on May 30. Mini golf, of course, is a play on the Google Home Mini voice assistant it’s touting (along with its bigger Max version and Nest devices):

The New York City pop-up, taking over an 8,000-square-foot space that was formerly a bank (branded pop-ups being one smart way to fill the preponderance of empty storefronts in the city), is located at the intersection of Greenwich Village and the West Village, with heavy foot traffic and only a block away from Washington Square Park and the West 4th subway station.

Following its New York City debut, the experiential marketing event will move on to three additional U.S. cities: Chicago (4 days), Los Angeles (6 days) and Atlanta (4 days; see all dates below).

Google’s pitch:

Life at home can feel like an obstacle course. Luckily, Google Home is here to help. To show you how, we built a mini golf course. It’s a voice- (and putter-) activated journey that shows how a little help from Google can make things easier—and more fun. Come play a round on us! We’ll show you how to turn on your favorite TV show, start a dance party and turn on the lights—all using your voice. Everyone walks away with a pair of golf socks and a chance to win a Google Home Mini or Max. No purchase necessary.

The details:

New York (May 30-June 4): 350 6th Avenue at Washington Place, New York, NY 10018

Chicago (June 14-17): 35 N State Street, Chicago, IL 60602-3201

Los Angeles (June 30-July 5): 1228 3rd Street Promenade, Santa Monica, CA 90401

Atlanta (July 26-29): 550 Somerset Terrace NE, Atlanta, GA 30306-4317

The experiential series is in keeping with recent comments by Ivy Ross, Google’s head of hardware design, to Dezeen:

A big technology trend I’m noticing at the moment is that we are craving more sensory experience. In some ways we are numbed to feelings in general and technology is reflecting that. The more time people spend on screens, the more they will want three-dimensionality. We are playing with multi-dimensions now. We play with them in our augmented reality and virtual reality worlds, and the big question we’re asking at the moment at Google is how does this translate into the physical world? It’s a fascinating time, and because of that we are grasping towards a more voluptuous three-dimensional form versus flatness. That’s a trend that will continue.

Source: Brand Channel
Nick Moore : Blogger : Dabaiba News


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