Store gallery: Inside Nothing’s high-tech Soho playground

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London-based tech start-up Nothing opened its first bricks-and-mortar store on December 10.

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.

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.

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.”

Carl Pei, chief executive and co-founder of Nothing, added: “2022 has been a milestone year for Nothing with the launch of our first smartphone, Phone (1), 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.”

Based in London, Nothing is a privately held company backed by GV (formerly Google Ventures), EQT Ventures and C Ventures, to name a few. Its Phone (1) was unveiled in July 2022.