The space known as “Wear. Music.”, located on the corner of Hollywood Boulevard and Highland Avenue has opened its doors as a monthlong pop-up music merchandise shop, stuffed with apparel and products featuring Interscope Record’s artists.
The well-orchestrated opening of the popup shop coincided with the release of “Blue & Lonesome”, the Rolling Stones’ fifth studio album, and their first release in over a decade. The Rolling Stones are a staple of the Interscope artist roster.
Interscope has teamed up with Bravado, the merchandising arm of Universal Music Group’s holdings, on the popup venture to promote artists and apparel to the more than 10 million in foot traffic the intersection will see in the holiday season.
Every few days the store plans to stock its shelves with various artist memorabilia and merchandise geared to excite shoppers for events such as artist signings, meet-and-greets and performances. The space has not been entirely filled yet, signaling the companies may have even greater plans in store.
The LA Times reported further:
“…there are a few hints at what’s in store for the store thanks to the series of kiosk-like spaces lining the walls, each hidden from view with a scrim bearing the name of an artist and a date. One bears Lady Gaga’s name and the date Dec. 8 (along with a lone pink cowboy hat), Guns N’ Roses’ name appears above the date Dec. 5 and Marilyn Manson’s with the date Dec. 17. Other artists in the mix include Imagine Dragons and The 1975.
The Wear. Music. folks have announced a few of the events on tap, including a performance by K. Flay (Monday at 8 p.m.), A DJ set by Goldroom (Tuesday at 8 p.m.), a performance and signing by X Ambassadors on Saturday (with all proceeds going to Planned Parenthood) and a Dec. 17 performance by Alex Aiono, and tell us they expect to be announcing more events in the not-too-distant future.”
Could it be that all these artists will be making appearances periodically in the coming weeks? Time will tell.