Nothing at present introduced the upcoming launch of a brick-and-mortar retail retailer in London’s Soho district. The retailer will, after all, carry Nothing. In a much less literal sense, one wonders exactly what the shop will carry, give that the {hardware} startup has formally launched two merchandise, with a 3rd being revealed quickly.

GM Ryan Latham says in a launch, “Opening our first store in the UK is a huge milestone for Nothing. Following the successful launch of Ear (1) and Phone (1), it’s the perfect time to shake things up again and offer our community a space where they can engage with each other and our products. To do this in our home market, in the heart of Soho – the home of innovative design – makes perfect sense.”

Latham additionally notes that the store will probably be down the street from a Supreme retailer, which definitely speaks to founder Carl Pei’s imaginative and prescient of making an organization that’s as a lot trend as it’s client tech. And talking from expertise entering into boutiques in New York’s personal Soho, I can attest to the truth that the just about empty luxurious storefront is definitely a factor.

The firm can be, fittingly, enjoying on the form of synthetic shortage product launch that has been a driving power in sneaker tradition. Specifically, the shop will make accessible 100 numbered Ear (stick)s (nonetheless determining the right pluralization there – Ears (stick) or Ear (sticks), maybe?), the upcoming headphone product nothing has been teasing out for a number of months now. Non-numbered variations of the product may also be accessible.

An indication within the retailer’s window that includes a blown up Ear (stick) notes that it’s going to open “before Christmas.”