The Beatles are getting on board the pop-up shop express.
The Thread Shop, Sony Music Entertainment’s merchandising division, announced the opening of a Beatles holiday pop-up in New York’s SoHo neighborhood. The store, open from Dec. 11 through Dec. 22, will feature exclusive Beatles-themed gifts, including licensed clothing, accessories, toys and other branded products such as turntables. A Beatles pinball machine is also in the lineup.
The Beatles shop is about 1,200 sq. ft. and is filled with Instagrammable moments, with a façade wrapped in Beatles imagery, reported Women’s Wear Daily. The interior decor includes an Abbey Road floor decal leading shoppers from the entrance into the space. Three vignettes are themed from Beatles albums’ “Yellow Submarine,” “Sgt. Peppers Lonely Hearts Club Band” and “The White Album.” The shop also features a Sixties lounge, a gift wrap station (called Help! with Beatles gift wrap), a drum set reflecting The Beatles’ first TV appearance, and an authentic U.K. phone booth, the report said.
The pop-up will offer the first assortment of products available under a partnership between Sony’s Thread Shop and Apple Corps. Ltd. Thread Shop said it will work closely with Apple Corps to expand The Beatles’ brand presence in the U.S. by creating unique apparel, products and collaborations that celebrate the band.