Ahead of launching its third product, Nothing announces a brick-and-mortar store • TechCrunch

Nothing was announced today about the upcoming launch of a brick and mortar retail store in London’s SoHo area. The store, of course, will not carry anything. In a less literal sense, one wonders exactly what a store is will Download, knowing that the hardware startup has officially launched two products, and a third one will be revealed soon.

GM Ryan Latham says in a release, “The opening of our first UK store is a huge milestone in nothing. After the successful launch of the Ear (1) and Phone (1), it’s time to turn things around again and create a space for our community where they can interact With each other and with our products. To do this in our home market, in the heart of Soho – the home of innovative design – makes perfect sense.”

Latham also notes that the store will be down the road from Supreme, which certainly speaks to founder Carl Bay’s vision of creating a fashion company as much as consumer technology. And speaking of the experience of stepping into boutiques in Soho, New York, I can attest to the fact that the nearly empty, fancy storefront is definitely a thing.

The company also plays, fittingly, the type of artificial rarity product launch that has been a driving force in sneaker culture. Specifically, the store will provide 100 numbered ear (stick) s (He’s still figuring out the right versatility out there—ears (stick) or ear (sticks), maybe?), the upcoming headphone product hasn’t been teasing anything for a few months now. Unnumbered versions of the product will also be available.

A sign in the shop window showing a swollen ear (a wand) indicates that it will be opened ‘before Christmas’.