“Queen The Greatest,” a pop-up store which opened today, celebrates 50 years of Queen with a variety of exciting memorabilia.
T-shirts, guitars signed by Brian May, and more are up for sale in a new pop-up store in London’s Carnaby Street celebrating five decades of the rock band’s music. The pop-up will host themes related to the legendary band until the store closes in January.
Each month, from October through to December, will have a theme; Music, Art & Design, and Magic, with visual installations that act as storytelling from each of Queen’s historic decades. A video of the pop up store is available to watch here.
In November, the store will be set up around Art and Design, and will showcase a lineup of collaborative pieces including the work of Japanese designer Tokolo, a limited-edition bear from Steiff, and a soon-to-be-released Queen pinball machine.
The ‘Queen The Greatest’ store will take visitors on a journey over 2 floors, from 70s thrift store (Freddie and Roger had a stall in Kensington Market) to 80s iconic live performances and tours, 90s record store, 00s DVD homage through to 2010s tech concepts.
The new Carnaby Street store, created in partnership with Bravado, Universal Music Group’s merchandise, and brand management company, features all of the hallmarks of the band. The store includes an exciting apparel collection including exclusive collaborations from a host of fashion brands including Champion, Wrangler, and Johnny Hoxton jewelry.
The Champion collection features unisex T-shirts and sweatshirts, with a nod to the fashion brand’s heritage. Denim pieces from Wrangler, some adorned with iconic song titles, sit alongside solid gold and silver jewelry from British jewelry designer Jonny Hoxton, known for his tongue-in-cheek jewelry that fills the sweet spot between traditional craftsmanship and underground pop culture.
The proceeds from an exclusive Freddie Mercury T-shirt will go to the Mercury Phoenix Trust. The charity was founded by Brian May, Roger Taylor, and Jim Beach in memory of Freddie Mercury and raises vital funds and awareness for HIV/AIDS.
Queen said: “We are pleased to collaborate with Bravado on this project, which will be an exciting experience for everyone to come to London and enjoy. Carnaby Street was the perfect spot for the store to celebrate 5 decades.”
David Boyne, MD, 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.”