The Journey of an "Invisible" Innovator

In 2021, Nothing, as a relatively unknown brand, made a bold entry into the fiercely competitive smart hardware industry with its highly stylized exterior design, attracting attention across various sectors while also sparking a significant amount of skepticism and curiosity. As a newcomer in the industry, why did Nothing choose to enter the highly saturated and challenging smartphone market? How was the unique design style of its already launched products defined and selected? As an emerging brand, how does Nothing plan to drive industry transformation through design innovation? Design Shanghai provided Nothing with an opportunity to introduce itself as a "transparent" player in the industry and showcase its innovative approach.