I remember when Fashion Valley Mall had three tech branded boutique stores—Apple, Microsoft, and Sony. In my analysis, these digital lifestyle shops were the future of tech retail. But I was wrong. Microsoft Store opened in late June 2010 on the same day as Apple’s massive iPhone 4 launch. Microsoft shuttered all 83 stores 10 years later. Sony exited branded retail earlier, in 2014.
Fast-forward to the renewed future of digital lifestyle branded boutique stores. Tomorrow, Google joins thriving Apple Store as a Fashion Valley tech retailer. San Diego marks the 10th location, and it is well-placed, too—upper level across from the food court and in the same quadrant as Anthropologie, Banana Republic, and Oliver Peoples. That’s a high-traffic corridor.
I am a Pixel Superfans member, which earned me a pre-store opening preview invite for today. But I was immediately wait-listed and made plans to go to the shop on May 8, 2026. Then, last night, email confirmation arrived letting me know that I had made the list for today.
Much as I wanted to go there lugging Nikon Zf, Pixel 10 Pro XL had to be the choice—if for no reason other than to tag this post teampixel. I am quite impressed by the photos that the smartphone produced today. With the exception of three photos that I straightened, none are edited. I am actually quite impressed by the character and dynamic range that the Pixel phone produced.
The Featured Image is one of the last taken before I left the mall. Vitals: f/1.7, ISO 23, 1/148 sec, 23mm; 6:44 p.m. PDT.
For tonight, I will let the photos speak for themselves. In a day or so, I will return to Google Store and bring back a better explanation about what to expect. However, I will say this: One, the place was open for business to purchase anything on display. And, two, tech support was available, and a surprising number of attendees seized the opportunity.
With an Android-ChromeOS hybrid coming in months, and maybe new Google Pixel hardware with it, the store’s opening excites me—and judging by the pre-opening crowd, many other folks, too.