Google’s much-discussed mystery barge in the San Francisco Bay isn't as exciting as many people thought. It will end up as a kind of Google marketing vehicle with around 12 gigantic sails, according to a new report.
In other words, the barge is a floating sales floor, a creative way to siphon attention away from Apple, famous for its packed stores and high-profile keynote rollouts.
Citing papers filed with the Port of San Francisco, the *San Francisco Chronicle * reports that Google has referred to those 12 sails as "a bit of nautical whimsy" and that the barge’s "artistic structure" includes "innovative architecture...a surprising environment that inspires conversation, community and ‘a-ha’ moments." But the sails will contribute to looks, not movement; the barge will remain stationary and moored to the sea bed at various locations around the Bay Area shore.
The unique look should serve mainly to advance the barge’s function as a publicity tool and showcase for products, experiments, or other tech. Earlier this week, Google had confirmed that it owns the barge via a shell company. "We’re exploring using the barge as an interactive space where people can learn about new technology,” the company said.
It’s a smart approach that looks even more brilliant when you consider how much coverage the barge has received from the overexcitable tech press. Though more open than Apple, Google can be incredibly tight lipped when it wants to be, whether it’s about data center technology, certain Google X experiments, or forthcoming members of its Nexus line of smartphones and tablets (which at one point Google implied did not exist).
When Google gets secretive, the tech reporters crave scoops even more. The dogged newshounds over at CNET, for example, weren’t content to break the news that Google owned a barge. They also speculated that the barge could well be a floating data center. Yes, Google has a patent on a floating data center. But CNET's guess turned out to be incorrect.
Of course, it set off a flurry of follow-on stories from competing publications, showering Google in what should become very valuable buzz for what is essentially an inconveniently located marketing center. (And yes, at least two of the many stories about the barge have appeared right here in WIRED).
So while today we learned that Google’s floating publicity stunt will be pretty, that’s far from the last scoop we’ll read about this literal sales machine. Expect the news dribs to continue right up until opening day.
