In partnership with Bravado, Universal Music Group’s merchandise and brand management company, British rock band Queen is opening a pop-up store at 57 Carnaby Street on 28 September.
Running through to January 2022 and celebrating five decades of the band, the 1,400 sq ft ‘Queen The Greatest’ store will be set over two floors, and a new apparel collection includes collaborations with a host of fashion brands including Wrangler – as famously worn by lead singer Freddie Mercury – Champion and Johnny Hoxton jewellery.
The Champion collection features unisex T-shirts and sweatshirts, while some of the Wrangler denim pieces will be adorned with iconic Queen song titles.
Proceeds from the sales of an exclusive Freddie Mercury T-shirt will go to the Mercury Phoenix Trust, a charity which was founded by Brian May, Roger Taylor and Jim Beach in memory of Freddie Mercury, raising vital funds and awareness for HIV/AIDS.
There will also be limited edition music releases, including a greatest hits vinyl record which will be exclusive to the store, as well as both current and new solo releases from band members Brian May and Roger Taylor.
There will be weekly new product drops and events, and each month will have a different theme with visual installations that act as storytelling from each of Queen’s five decades, with screens showing archive Queen performances and “Instagrammable moments” for fans.
Additionally, there will be a 70’s style thrift store area, a nod to the pre-fame days when Freddie Mercury and Roger Taylor had a stall in the old Kensington Market.
In December, there will even be Queen themed Christmas jumpers, a Rubik’s Cube, lifestyle products, wrapping paper and accessories.
David Boyne, Managing Director of Bravado, said: “We are delighted to announce this innovative partnership with Queen. The project will add another cultural moment to their rich legacy and will be a destination for fans to immerse themselves in the music, style and spirit of one of the world’s most iconic and beloved bands.”