June 21, 2024


Everyday Fashion

Tech brand Nothing opens first physical store


London-based technology brand Nothing has chosen Soho for the opening of its first retail store.

Set over two floors, the 758 square foot shop on Peter Street will stock the Nothing Phone and Ear (stick), as well as merchandise and limited edition runs of products. It will also offer collections from fashion and design brands and audio products from Stockholm-based collaborator Teenage Engineering.

Carl Pei, chief executive and co-founder of Nothing, said: “2022 has been a milestone year for Nothing with the launch of our first smartphone, Phone  as well as Ear (stick) so we are excited to open the doors of Nothing Store Soho to get even more people hands-on with our products.”

The space features a specially commissioned 4,000 flip dot system wall that can be instantly programmed to create a constantly revolving graphic story. In addition, the brand has installed a transparent retro-style phone booth where Nothing’s phone will operate as the official store helpline.

Meanwhile the lower floor of the shop acts as white box gallery style space with exhibitions and events.

Samantha Bain-Mollison, retail director at Shaftesbury. said: “We are excited to welcome Nothing to our Soho community of innovative design and independent retailers. The design-led British brand is a great addition, and we are pleased to see them operate the only technology store in the area.”

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