The Who Announce ‘The Who @ 52’ Pop-Up Shop

The Who have announced that a pop-up shop, The Who @ 52, will be open in London’s Soho on Friday 14 and Saturday 15 June. It takes its name from its address at 52 Brewer Street and arrives ahead of the band’s performance at Wembley Stadium on 6 July.

Open each day from 10am to 6pm, The Who pop-up shop will offer rare and archive memorabilia as well as official merchandise and Roger Daltrey’s new Tommy Orchestral album, including limited signed copies. Tommy Orchestral, performed by Daltrey with members of The Who band and the Budapest Scoring Orchestra, is out on CD and heavyweight gatefold vinyl on 14 June.

Also for sale will be a world exclusive 7-inch vinyl edition of ‘Pinball Wizard,’ only available in the store; this double A-side is pressed on blue vinyl with alternate single covers from 1969 & 2019.

The Who @ 52 will also offer an exclusive ticket offer for the Wembley show, and fans will have the opportunity to take part in the ‘Pinball Wizard challenge,’ on the store’s full-size, retro Tommy pinball machine. Official merchandise includes a bespoke, exclusive in-store t-shirt and poster.

Tickets for the Wembley Stadium show, at which Eddie Vedder is The Who’s special guest and further support comes from Kaiser Chiefs, Imelda May and Connor Selby, are available here. The Who @ 52 is presented in association with Soho Music Month.

The Who completed the first North American leg of the Moving On! tour in Pittsburgh on 30 May. After next month’s Wembley date, they will begin the second North American leg on 3 September in Toronto.

In his “backstage blog” on the band website, Brian Kehew wrote of the tour to date: “You may come in for the flash-bang concert anthems and unique personalities. But eventually you will get into the softer songs, the demos, live versions (often superior) that give you a lifetime of things to dig into. This tour adds yet a new component, hinted to but never realised until this year.”

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