Google is singing “God Save the Queen” as they launch their first Google store. Sort of.

Unlike competitors Apple and Microsoft who have multiple lines of merchandise to entice shoppers to visit brick and mortar retail shops, Google’s hardware lineup is miniscule, as is their first physical retail presence. Nestled in a petite 285-sq ft section of PC World in Tottenham Court, the temporary shop will only stay open until Christmas.

Also unlike the competitors, Google isn’t saying much about it. There were no high-ranking executive cutting ribbons, no long lines to get be the first to touch the merchandise, and no major local advertising announcing the shop. It simply opened. Most in the area weren’t even aware.

Officially called “the Chromezone”, it is an experiment in what may turn into something much bigger in the years to come.

“We found anecdotally that when people tried the device and played with it, that made a huge difference to their understanding of what the Chromebook is all about,” said Arvind Desikan, head of consumer marketing at Google UK. “People will be able to go in and have a play with the devices. We want to see whether people understand what this device is all about and monitor their reaction when they try it out.”

Essex will be the location of the next shop, which is scheduled to open October 7.