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Bloomingdale's opens pop-up shops in collaboration with HBO

Published
today Jun 30, 2017
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The pop-up shops will sell apparel promoting HBO’s new documentary “The Defiant Ones,” which follows the lives of music executive Jimmy Iovine and rapper Dr. Dre. Bloomingdale’s flagship store will also create a window display promoting the film.


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Beginning July 1, Bloomingdale’s will host the pop-up shops at 14 of its stores in California, New York and Florida. The pop-up shops will sell merchandise related to the film, such as hats and t-shirts, as well as vinyl records and headphones from Dr. Dre’s brand Beats.
 
Also for sale will be a sweatshirt emblazoned with the word “Defiant.” A portion of the proceeds from the sweatshirt sales will go to the Rock and Roll Forever Foundation and Rockit Live.

To further promote the upcoming documentary, Bloomingdale’s will mount a window display at its flagship New York City store. The window display will use vinyl records to spell out “The Defiant Ones.”
 
HBO’s four-part documentary will premiere on July 9 and run each night until July 12. Directed by Allen Hughes, “The Defiant Ones” tracks the lives of Jimmy Iovine and Dr. Dre, and features interviews from musicians such as Snoop Dogg, Bruce Springsteen, Gwen Stefani and Stevie Nicks.
 

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