Nothing only recently launched its first phone a few months ago, but that hasn’t stopped the business from opening physical stores. This year, probably “before Christmas,” the business will launch its first Nothing Store at 4 Peter Street in London’s fashionable Soho district. The brand promotes design embellishments inspired by vintage retailers like Italy’s Olivetti and promises a “boutique” experience as opposed to the typical electronics shop experience.

All of Nothing’s currently limited product line, including the Phone 1, Ear 1, and future Ear Stick, will be sold through the store. It should come as no surprise that there will be rewards for those who wait in line on opening day: free merchandise and 100 limited edition Ear Sticks are available for purchase. For a two-year-old business vying against industry heavyweights in audio and mobile, some of whom (such as Apple and Samsung) have significantly larger retail presences, the shop is a risk. Although Nothing’s store won’t be large, it is located in one of London’s most upscale neighbourhoods. Soho’s retail rent is projected to be little under £150 per square foot, compared to the city’s average of roughly £64. That is a significant investment given the unpredictability of consumer reactions.

Mind you, we’ve seen this tactic before. In order to attract customers who might not otherwise look at technology, Apple has long concentrated on opening stores in busy (and occasionally iconic) areas. Other businesses have followed a similar strategy. The company may possibly become more known through Nothing Stores,