Rock band Queen will have a dedicated, experiential pop-up shop on Carnaby Street opening later this month.
The store, Queen The Greatest, was created in partnership with Bravado, Universal Music Group’s merchandise and brand management company, will feature all the hallmarks of the band. The store will include an apparel collection with brands including unisex T-shirts and sweatshirts from Champion, denim pieces from Wrangler and solid gold and silver jewellery from British jewelry designer Jonny Hoxton. The proceeds from an exclusive Freddie Mercury (singer of Queen) T-shirt will go to the Mercury Phoenix Trust.
Queen The Greatest will run from Sept. 28 until Jan. 2022 with limited-edition music releases, fashion collaborations and lifestyle products with weekly product drops and events.
Monthly themes at Queen the Greatest include:
- October (Music) – Limited-edition music will be dropped at the store throughout the month with new releases every week including a limited-edition vinyl of the band’s greatest hits vinyl, as well as both current and new solo releases from guitarist Brian May and drummer Roger Taylor;
- November (Art and Design)-- The lineup of collaborative partners includes Japanese designer Tokolo, a limited-edition bear from Steiff and a first viewing of a soon-to-be-released pinball machine and;
- December (Magic)-- Fusing five decades of Queen with the magic of Christmas. Products include a Rubix’s Cube, Christmas sweaters, cards, wrapping paper and accessories.
The store will take visitors over two floors and several settings, from a 1970s thrift store, the band’s live performances and tours in the 1980s, a 1990s record store, a 2000s DVD homage to 2010’s tech concepts.
“We are delighted to announce this innovative partnership with Queen,” says David Boyne, musical director, Bravado. “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.”