It's a big day for Google. The company is launching its first Pixel branded phones in the UK, retiring the Nexus line and attacking the iPhone with gusto. To give its new handsets a proper introduction, Google has renovated its store-within-a-store at the Currys PC World on Tottenham Court Road. We went to take a look, and stumbled across a Google-branded coffee stall along the way. (Helpful, given the shop opened at 7am.) If you're wondering how Google plans to market the Pixel, and ultimately compete with Samsung, Apple and others, check out the gallery below -- a similar store concept is being launched in New York City today.