Google Opens New Store on Santa Monica‘s Third Street Promenade

Santa Monica, CA – Google has officially launched its newest retail location on the Third street Promenade, opening its doors to the public on March 7 at 10 a.m. This marks the tech giant’s sixth brick-and-mortar store in the United States and its first in Southern California. Located on the northwest corner of Third Street and Broadway in the iconic Keller Building, the store represents a meaningful investment in the revitalization of the promenade, offering Southern California residents a dedicated space to explore Google’s products and services. Other Google store locations include two in New York City, specifically in Chelsea and Williamsburg, one in Mountain View, and another in Boston. Austin is slated to be the home of the seventh Google store.

A Minimalist Arrival with Maximum Impact

For months, anticipation had been building among residents and tourists alike, fueled by a blue banner wrapped around the Keller Building teasing the arrival of a new tenant with a simple “coming soon” message. In the weeks leading up to the grand opening, a subtle notice appeared on the front door, finally revealing the date: March 7. Despite the understated marketing approach, a crowd of eager shoppers gathered on opening day, drawn by the promise of experiencing Google’s innovative products firsthand. The first visitors were rewarded with tote bags and other free items, adding to the excitement surrounding the store’s debut.

Inside the Google Store Experience

Mirroring a strategy employed by other silicon Valley giants, Google’s retail outlets frequently enough occupy creatively designed spaces within historically significant buildings. The Santa Monica store is no exception. The Keller Building,constructed around 1893,stands as a rare example of richardsonian romanesque Revival architecture in Los Angeles County. Built by Henry Keller, son of prominent local businessman Mathew Keller (also known as “Don Mateo”), the building adds a layer of historical charm to the modern tech experience.

Google currently occupies onyl the ground floor of the Keller Building, which offers approximately 7,100 sq ft of retail space. For comparison,Apple’s Promenade store boasts 8,084 sq ft on its ground floor. The remaining space in the Keller Building, including the first and second floors, is available for rent, presenting opportunities for additional retail or office tenants. There is even the potential for a rooftop bar and dining venue with ocean views.

The Google store follows a similar model to Apple’s retail approach, featuring a help desk for hardware and software assistance, a wide array of Google products and exclusive branded merchandise, including phones, smartwatches, and home accessories. The store also includes an event space for programs and educational workshops, as well as on-site experts for services such as pixel phone repairs.

Google’s Commitment to Santa Monica

Mike Camacho, google Global Head of Stores, expressed the company’s long-standing interest in establishing a presence in Los Angeles and, specifically, on the Third Street Promenade.

We’ve always coveted LA as a destination for our stores and Santa Monica was always on the map as one place we wanted to be, more specifically the Third Street promenade has always been a legacy retail quarter that we wanted to be part of,
Mike Camacho, Google Global Head of Stores

Camacho further explained that the combination of a prime location and a historic building made the timing right for Google to invest in Santa Monica.

The chance was there.With a grate location and a historic building, the timing was right. We’ve opened a few stores now, and so it was just a matter of getting hear.
Mike Camacho, google Global head of Stores

Adding to the customer experience, the store provides a small seating area outside, referred to as a “linger node.” this space encourages passersby to pause, connect to the local Wi-Fi, and engage with the surroundings, benefiting not only Google but also neighboring businesses.

Google recognizes the challenges that Santa monica has faced and hopes to contribute to the Promenade’s revitalization.

We know that there have been challenges in Santa Monica, but we feel like we can be part of something, a rebirth, if you will, of the promenade, and we’re excited with where we are,
Mike Camacho, Google Global Head of Stores

The company is also committed to integrating into the local community.

We’re excited about our neighboring retail tenants, but more importantly, we’re really excited about the community. They’ve really embraced us in these first few weeks … Our team that works in the store is from this community in and around Santa Monica, so I feel like whenever we open a store, we try really hard to be part of the community that we’re in to reflect it,
Mike Camacho, Google Global Head of Stores

A New Chapter for the Keller Building

Google’s arrival marks the first occupancy in the Keller Building as Festival Real Estate, a California-based property management company, acquired the structure at 1460 Third street in 2021 and initiated a multi-million-dollar restoration project. Upon completion, the first and second floors will each offer approximately 7,100 sq ft of space for retail or office use, further enhancing the building’s appeal and contributing to the Promenade’s vibrant atmosphere.

Conclusion

The opening of the Google store on Santa Monica’s Third Street Promenade represents a significant investment in the area’s retail landscape and a commitment to engaging with the local community. By combining innovative technology with a historic setting, Google aims to create a unique and valuable experience for customers and contribute to the ongoing revitalization of this iconic destination.