Tech brand NOTHING opens it’s first bricks-and-mortar store

The 785 sq ft custom-built boutique opened at 4 Peter Street in Soho, London. Attractions include a specially commissioned 4,000 flip-dot system wall that can be programmed on the spot to create a constantly revolving graphic story. There is also a retro phone booth where Nothing’s proprietary smartphone, Phone (1), operates as the official store helpline.

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The brand, which “aims to make tech fun again” said its Phone (1) and wireless earbuds Ear (stick) would be stocked alongside merchandise and limited-edition runs of products.

The two-storey store also houses curated collections from fashion and design brands, as well as audio inventions from Stockholm-based collaborator Teenage Engineering. Meanwhile, the lower level will serve as a white-box gallery-style space hosting exhibitions, community events, workshops and special product launches.

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Samantha Bain-Mollison, Retail Director at landlord Shaftesbury, said: “We are excited to welcome Nothing to our Soho community of innovative 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.”

Source | Retail Week

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Charlotte

22nd December 2022