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Google will be opening up a popup shop—called "Made by Google"—in New York City later this month. Google

Google will be opening up a popupshop in New York City to retail all its new hardware. Called “Made by Google,” the temporary shop will be located at 96 Spring St. and will open its doors to customers starting Oct. 20 just in time for the holidays. Google has not revealed when the shop will close down and whether it will open up similar shops in other cities.

Google’s hardware competitors Apple and Microsoft have permanent stores throughout the country. While this marks Google’s first standalone physical venue, the company has played around with showroom-style installations and store-within-a-store shops.

In 2014, Google opened up 4 “basecamps” in Los Angeles, San Francisco, New York City, and London to retail the Google Glass. Buy by the end of the year, the Mountain View based company folded the four Google Glass Basecamps stating that more consumers purchased the product online than in store.

Earlier this week, Google hosted an event—the company called it the largest hardware announcement in its history—where it unveiled a wide array of hardware including the new Pixel and Pixel XL smartphone, the Daydream View VR headset and controller, Google Home, Google Wi-Fi and an updated 4K streaming Chromecast.

“One of the most important messages of today is that Google is taking hardware very seriously,” Google Canada’s Head of Public Affairs Aaron Brindle told TechCrunch. “What we’ve seen with the Android ecosystem is that the pace of innovation there is amazing — there are now 1.4 billion daily users on Android. However, this is not about bringing the best of Android to our users — it’s about bringing the best of Google to our users. So that’s taking in all of the investments and research that we’re doing around AI and ML, and packaging it front to back in hardware.”