The Nothing Store in Soho
(Picture: Nothing)You may not be familiar with the latest tech brand opening up a central London store dedicated to its wares.
But Nothing — a relatively new player in the tech space, with a product line so far comprising of two sets of wireless earbuds and a smartphone — has opened its dedicated “boutique space” for shoppers to explore its limited range in style.
Opening at 4 Peter Street in Soho on Saturday, the two-storey shop is what the brand describes as a “physical expression of everything we stand for.” Just a 10-minute walk from the Regent Street flagship stores of Apple and Microsoft, the 785 square foot store is pitched as both a “playground for ideas” and “a meeting place for the brand’s community.”
That community isn’t exactly huge at the moment, given the company is young and has only produced three products to date, including one generational update. But it clearly has big plans, as was made clear when we interviewed the founders back in July.
Still, the store currently only stocks two main products: the Phone 1 (above, £399) and the Ear Stick (£99). But this limited range is backed up by “curated collections from fashion and design brands,” audio inventions from Teenage Engineering and, of course, Nothing merchandise.
Set up by OnePlus co-founder Carl Pei, Nothing products certainly do have a unique style, setting them apart from other pieces of consumer tech by embracing transparency, where the internals are semi-visible rather than hidden behind aluminium and plastic. And, as you can see from the pictures, that aesthetic is reflected in the store’s look and feel.
There’s a promise of future events, workshops and special product launches to come. No word on what or when these will be as of yet, but if you want to see the store for yourself, it’s open from 10am to 7pm Monday to Saturday, and midday until 6pm on Sundays.
