Justin Bieber and VFiles partner for ‘Purpose’ pop up
Justin Bieber followed the likes of Kanye West and Drake by opening a pop up in New York City last week. The Canadian singer partnered with VFiles to open a two-day pop up on May 4 and 5 for the New York City stop of his Purpose World Tour.
The Mercer Street store housed 14 Purpose tour merchandise styles including t-shirts, hoodies, sweatpants, denim jackets and hats that range in price from $30 to $360. In addition, two limited-edition hoodies and a t-shirt were available exclusively in store.
Fans waited for the pop up opening as early as midnight on May 4, and by 11am, the line stretched along Mercer Street and went east onto Grand Street with as many as 300 people in queue to enter.
Customers were let into the store 20 at a time and many were lucky enough to meet Bieber himself as well as Fear of God designer Jerry Lorenzo. Lorenzo designed pieces for the Purpose tour and lent a hand designing the tour merchandise.
New York City has seen its fair share of music related pop up shops in this year alone. In April, rapper Drake opened a temporary shop of free merchandise to promote his Views album, and in March, Kanye West opened a weekend pop up shop in SoHo, which, according to the creative, generated $1 million in its two-day span.
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