In celebration of five decades in music, one of the world’s most iconic bands, Queen, will feature in a dedicated experiential pop-up shop on Carnaby Street opening later this month.
The Shop, ‘Queen The Greatest’ will open on Tuesday 28 September 2021 until January 2022 with a line-up of limited edition music releases, exciting fashion collaborations and lifestyle products with weekly new product drops and events. Each month will have a theme; Music, Art & Design and Magic, with visual installations that act as storytelling from each of Queen’s historic 5 decades.
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 fill 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.
The store will feature screens showing archive Queen performances and Instagrammable moments that fans won’t want to miss. For those unable to travel to the store, a selection of items including the vinyls will be available online at Queen’s official online store.
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.”
Queen’s ‘The Greatest’ store will be at 57 Carnaby Street, London, W1 from September 28, 2021 – January 2022. Openings times are: Monday – Saturday: 11am – 7pm / Sunday: 12pm – 6pm.