'Travelled all the way from...': Nothing Bengaluru store launch sparks backlash over alleged crowd mismanagement

Nothing’s first store outside London draws huge crowds, triggers anger in Bengaluru

Massive crowds thronged the launch of smartphone brand Nothing’s first physical store outside London in Bengaluru, but what was meant to be a celebratory moment quickly turned into a flashpoint for criticism, with several attendees alleging poor planning, unclear communication, and crowd mismanagement.

What went wrong according to fans?

The store, located in Indiranagar, was officially scheduled to open at 9 am on February 14. However, according to multiple social media posts, fans began assembling as early as 4–5 am, drawn by hype around the brand and the promise of limited launch offers. By morning, an estimated 1,500 to 1,800 people had gathered, with organisers distributing around 1,000 token wristbands, signalling to many that they would be accommodated.

Discontent began to build when the opening time was abruptly pushed from 9 am to noon, with attendees claiming there was little to no explanation for the delay. Several said they were left waiting for nearly eight hours without clarity from organisers or staff, despite repeated queries.

When the store finally opened around 12 pm, frustration reportedly deepened. According to those present, media personnel and content creators were allowed inside first, while customers, some of whom had been waiting since dawn remained outside as reels were filmed and promotional activities continued. Many described the situation as demoralising, saying the brand appeared to prioritise publicity over the people who had queued for hours.

The situation worsened later in the day when visitors who returned were allegedly told that the launch offer had already ended. Social media users claimed that only 92 people ultimately received the offer, which was valid for just 99 minutes. This triggered fresh questions online about why 1,000 tokens were issued in the first place, why some attendees were told to return later, and why information on-site varied depending on whom people spoke to.

“Waited for so long, but police sent us away. Travelled from Hyderabad,” one disappointed attendee posted, echoing sentiments shared by several others who said they had come from different cities for the launch.

Nothing co-founder responds to alleged mismanagement

As criticism mounted, Nothing co-founder Akis Evangelidis responded publicly, stressing that safety was the company’s top priority given the unexpectedly large turnout of over 2,000 people. He said wristbands were distributed to control overcrowding and prevent any untoward incidents, especially in light of a tragic crowd-related incident that had occurred in the city last year.

With more than 2,000 people attending our store launch today, our primary focus throughout has been everyone’s safety.

We distributed 1,000 numbered wristbands and asked anyone without one to return later in order to prevent overcrowding and avoid any potential issues. The… https://t.co/X9P7VoyJMH — Akis Evangelidis (@AkisEvangelidis) February 14, 2026

Evangelidis also rejected claims of violence, saying misinformation was being circulated online. He stated that he remained outside the store for most of the day, coordinating with local authorities to ensure things ran smoothly. In an attempt to address the fallout, he announced that he had cancelled his flight and would be at the store the next day to personally meet those who were unable to attend.

While the company emphasised safety and crowd control, many fans online argue that the issue was not hype or limited offers, but inconsistent messaging and poor execution.