Nothing Brings Phone (3) to Life with Showstopping Giant-Scale Shoreditch Installation
London tech challenger brings latest smartphone launch to life with out-of-home spectacle in partnership with iProspect and DIABOLICAL, part of BUILDHOLLYWOOD.
London, UK. – Nothing, the UK-based technology company, challenging the mobile industry’s status quo, has unveiled a striking giant-scale installation of its latest
smartphone, Phone (3), in London’s cultural heart of Shoreditch. The out-of-home activation, developed in partnership with dentsu Media Agency, iProspect and creative street advertising specialists DIABOLICAL, part of BUILDHOLLYWOOD, brings the device’s Glyph Matrix to life at an unmissable scale.
Since its founding in 2020, Nothing has quickly established itself as one of the most exciting disruptors in the consumer tech industry. The company’s mission centers on cutting-edge innovation with design-led thinking to challenge the dominance of legacy tech giants.
The launch comes as Nothing celebrates a significant milestone, having become the fastest-growing smartphone company globally in Q2 after seeing 177% growth year-on-year, according to Canalys Q2 2025 data.
The bold out-of-home activation features a large 3D build of the Phone (3), complete with a bubble board visual and LED screen that brings Nothing’s signature Glyph Matrix to life. Positioned in one of London’s busiest and most culturally vibrant districts, the special build transforms Nothing’s unique transparent design philosophy into an unforgettable experience.
a large 3D build of the Phone (3), complete with a bubble board visual and LED screen that brings Nothing’s signature Glyph Matrix to life.
This media-first execution forms part of Nothing’s broader global campaign spanning OOH, social, YouTube and search, designed to showcase the Phone (3)’s innovation whilst reinforcing Nothing’s cultural relevance in the competitive smartphone landscape.
The Shoreditch installation will remain in place until September 14th, 2025, at 1 Quaker Street, London E1 6SZ.
“Nothing is really making tech fun again. We’re excited to see what’s next from Nothing!”
Charlotte Obadiaru, Global Performance Marketing Manager, Nothing, said: “This installation perfectly embodies our philosophy of making technology more human and transparent. By bringing the Glyph Matrix into the physical world at scale, we’re not just advertising the phone, we’re creating a moment of connection between technology and culture.”
Claire Lancaster, Client Partner, iProspect, said: “Our collaboration with Nothing and Diabolical represents the very best of creativity in out-of-home. By reimagining the phone’s interface at super scale, we’ve helped Nothing make a bold statement that speaks directly to our target audience, allowing them to cut through the noise in an increasingly crowded marketplace.”
Opeyemi Oloruntade, Senior Account Manager, BUILDHOLLYWOOD, said: “Nothing is really making tech fun again – blending creativity and tech on the streets of Shoreditch. It was great to work with the team on their first OOH creative build, our largest phone model to date, brought to life with our in-house creative studio. We’re excited to see what’s next from Nothing!”
About Nothing Tech:
Born in London in 2020, Nothing is building a different kind of tech company – one that inspires human creativity by putting people, design, and excitement back at the center. From award-winning smartphones to audio products that look and sound different, we’re reimagining how technology should make you feel. Built openly and in collaboration with our global community of over 3 million people, our products are more expressive, more personal, and more fun. In just four years, we’ve surpassed $1 billion in lifetime revenue.
About iProspect:
iProspect, a dentsu company, is a global digital-first end-to-end media agency. Its unmatched mix of media strategy and storytelling with digital expertise and audience knowledge defines the new territory of performance-driven brand building. By delivering human-centric solutions, iProspect accelerates growth for the world’s most iconic brands, including Netflix, IKEA, Kering, Carlsberg and more. The iProspect team works across a network of more than 8,000 media and performance specialists spread across 93 global markets.
About BUILDHOLLYWOOD:
BUILDHOLLYWOOD celebrates our cities, brimming with all sorts of people, lifestyles and culture. They believe the street is a space where emerging talent can share and be recognized alongside the best art, fashion, music and culture releases. By developing street-level poster space in carefully curated locations across the UK, they place creativity in the heart of our cities. Built on an art school mentality that stretches back decades to their founder, they have a collection of agencies – DIABOLICAL, JACK and JACK ARTS who specialize in their sectors to produce street-level poster campaigns, creative billboards, hand-painted murals, interactive installations, ambient and unique experiential campaigns to create authentic interactions with people on the street.