Google Pop up London

Rather than a bold stand-alone store, one of the biggest brands on the Internet has opted for a low-key shop within a shop, occupying less than 300sqft of the PC World/ Curry’s superstore on Tottenham Court Road. Google is almost entirely absent. The ‘Chrome Zone’ focuses on Chromebooks produced by Samsung and on the cloud-based Chrome operating system that they run.

Bright primary colours create a welcoming, playful tone, which contrasts with the sleek but serious Apple area nearby. Postmodern seats in front of the laptops entice browsing customers to linger and interact, while proactive staff are on hand to provide demonstrations and relaxed advice. (Fitch, Think-Google Pop up London)

(2012). Google Pop up London. Fitch-Think, [online] Available at: http://www.fitch.com/think/article.aspx?id=112 [Accessed 27 February 2012]

I feel in this display we can see how the understanding of one brand distinguishes it from another brand in the same area/store. In this case Google is distinguished from Apple by the use of colours and display.