Google has opened a Curiosity Rooms experience at 55 Regent Street to showcase the features of its new Pixel 3 smartphone.
The event, which will run for five weeks, allows visitors to explore the latest Google Lens technology, enjoy YouTube Music events and experience weekly podcast recordings.
Dubbed Pixeldilly Circus, due to its location, there is everything from a faux launderette to a Vogue photo shoot to inspire Instagrammable moments.
The 12 windows, three floors and extensive schedule of talks, workshops and special events is on a bigger scale than Google’s previous installations.
It discovered after last year’s two-night event at Selfridges that there was an appetite for something larger-scale and longer-term.
Kirstyn Stark, head of UK hardware brand marketing at Google, told Campaign: "We are targeting consumers who are naturally curious and willing to innovate, as we are a challenger brand when it comes to this product.
"So we hope to engage the younger tech-savvy and tech-positive audience who are in tune with culture, fashion and experiences."