I have attended a bunch of phone store launches, and most of them have followed a familiar script. There’s a ribbon cutting, followed by a quick tour and some product demos at the end. Then everyone leaves, you are left with yet another store and life moves on. So, when I walked into Nothing’s first India flagship store in Bengaluru, I expected something similar. However, this time around, I found myself spending far more time there than planned. Not because I had to, but because this place felt like more than a phone store. The space does not push you to buy something within five minutes. In fact, the Nothing store invites you to explore, try things out and even play a little.
SurveyThe moment you step inside, the first impression is very Nothing. If you have used a Nothing product or seen one up close, you will notice one thing very clearly: a clear focus on design above all else. Similarly, at the store, you immediately get the raw and industrial vibe with the signature Nothing transparent design philosophy, glass panels and exposed materials. That said, there’s a certain purpose behind how everything is laid out and every corner of the store looks intentionally designed.
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The store is spread across two floors. Downstairs is where the products take centre stage. The full range of Nothing phones is there, along with CMF devices, audio products and accessories. You can pick them up freely and spend time with them. The merchandise section caught my attention too. T-shirts and other items are displayed almost like collectables. I also got a chance to check out the recent CMF x Gully Labs sneaker collaboration, which looks fire.
What really stood out for me was the customisation zone. If you buy merch, you can get your name printed on it right inside the store. There is also an engraving machine for phones. For instance, after buying a new device, you can walk out with your name or a small message etched onto it. This is something that adds a sort of personal character to your device, and is not something that phone stores have really thought about before.
Moving on, upstairs is where things get more interesting. The second floor feels less like retail and more like a hangout space. There is a large seating area where people can just sit and chat. During the launch, I saw visitors relaxing there without any staff hovering around them. There is a small coffee station as well, which makes it feel casual and welcoming.
Then there is the studio. Yes, an actual studio setup inside a phone store. It is meant for creators to shoot unboxing videos or hands-on content. Good lighting, a clean setup and space to work. It is free to use. In a country where so many young creators are trying to build something on social media, this feels like a thoughtful move. Of course, how it will be managed in the long run is something we will have to see. But as a concept, again, it is unlike anything I have seen in a smartphone retail space in India.
Finally, there is also a claw machine that deserves a mention. Whenever you buy a Nothing product, you get a chance to try your luck. Grab a ball successfully and you win a gift. And not a small keychain or a souvenir to take along. If I heard them correctly, the team says the rewards will be meaningful and substantial. So, this definitely adds a sense of fun to the purchase process.
Opening only its second flagship store globally in Bengaluru says a lot about how Nothing sees this market. In the current landscape, India is one of the fastest-growing smartphone markets and every company wants a big slice of the pie. In the case of Nothing, the brand has been growing steadily here and is now the title sponsor of Royal Challengers Bengaluru too. So, it all makes sense for the company to expand its presence in the country, and how.
After spending time at the Nothing Bengaluru store, what stayed with me was not just the on ground launch experience but the attention to detail involved in putting this place together. You can, of course, come and purchase Nothing products from here. That’s the main goal of a store in the first place. But for a fan, this place will feel like more than a retail space, and that feeling alone will make it worth a visit.
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Aman Rashid
Aman Rashid is the Senior Assistant Editor at Digit, where he leads the website along with the brand’s YouTube, social media, and overall video operations. He has been covering consumer technology for several years, with experience across news, reviews, and features. Outside of work, Aman is a sneaker enthusiast and an avid follower of WWE, Dragon Ball, and the Marvel Cinematic Universe. View Full Profile
