The Nothing Store Soho is Nothing’s first permanent retail location. Situated at 4 Peter Street, Soho, London, the store offers customers a direct, immersive experience of Nothing’s products. It functions as both a retail space and a community hub, and has been the venue for a number of Community based events, such as the Phone (2a) Community Edition launch party.

The store stocks the full range of current generation Nothing devices, CMF by Nothing devices and accessories, and official branded merchandise and Nothing Apparel.

It often also features products from partners, such as Teenage Engineering and Arc.

The store officially opened on 10 December 2022, marking Nothing’s first brick-and-mortar presence following several temporary pop-up installations, including in the Nothing Kiosk.

On opening day, the first 100 visitors had the exclusive opportunity to purchase limited-edition, laser-engraved Ear (stick) units in an event called #THE100.^[1]

The store has undergone a number of design changes for different products and events, such as the wide range of in-store drop events hosted, and often features full-scale murals on the window for new product launches.

The store’s interior features an all-white palette and lightweight, modern design, reflecting Nothing’s transparent product identity.

The right wall features a 4,000-unit flip-dot display, inspired by retro information boards such as airports and train stations; offering live, animated graphics of products. The board has also been used previously to welcome community members to the store by name, and as a leaderboard for the Snake Game widget.^[2]

The basement area opens for product launches and community events, and has been host to exhibitions, workshops and community gatherings, with different layouts and themes for each.