Nothing will open its first brick-and-mortar store in London’s Soho district later this week, offering products such as Nothing’s Phone 1 and Ear Stick alongside a range of Nothing merchandise. Teenage Engineering audio products and “curated collections from fashion and design brands” will also be on sale.

Located at 4 Peter Street (next to Gosh! Comics and the Supreme fashion outlet), The Nothing Store will officially open at 11.30am on Saturday 10 December, following the London-based company’s promise to open before Christmas. Nothing has opened pop-up stores to sell its products before, but this is the tech company’s first permanent store.

“2022 was a milestone year for Nothing with the launch of our first smartphone, Phone (1), and Ear (stick), so we are excited to open the doors of Nothing Store Soho to get even more people hands-on with our products,” says Carl Pei, CEO of Nothing in a press release.

The 75-square-foot store spans two floors, and early press images of the shop floor reveal decor inspired by the minimalist and transparent aesthetic of Nothing’s products. A 4,000 flip-dot display (like the ones used in old train stations) can be seen cycling through images on an interior wall, while a transparent phone box with a Nothing Phone 1 will be used as the official shopping helpline.

The shop is open seven days a week and the first 100 visitors will have the chance to purchase one of 100 limited edition laser-engraved Ear Sticks, in addition to exclusive branded items.