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.