Google has opened its first retail store in London to give consumers the chance to experience the Samsung ‘Chromebook’ laptop, which runs on the search giant’s own operating system.

An Acer Chromebook range is also in the pipeline but is yet to be launched in the UK.

Both gadgets are supposed to offer users a quicker and simpler experience by storing all software and data using cloud computer technology.

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 Many industry insiders see Google’s move into the physical retail space as a serious rival for Apple.  

The first outlet, which is situated within the PC World/Currys superstore on Tottenham Court Road, is expected to run until December as a trial.

If this concept store proves to be a success, Google plans to open more Chrome Zones throughout the UK in the coming months.