Future has announced he will be launching a pop-up shop in Manhattan’s SoHo neighborhood running August 2-8.
The shop will be opening in collaboration with online shopping site Fancy. The shop will be called Future Hive and located at 76 Wooster Street New York, NY 10012. According to a press release, the store will sell clothing from Future’s own #Freebandz line as well as items from streetwear line Cease & Desist.
“What we wanted to do is create an experience for the fans,” said Marcus Howard, head of business at Fancy. “We’ve seen what everyone has done with the standard pop-up and they are essentially glorified merchandise stands. We want people to come in and feel like it’s Future’s space and offer a high-quality retail experience.”Fancy has partnered with musicians and brands like Hermès in the past, but this the brand’s first time working on an artist’s pop-up.
“It really boils down to, fans want to feel what the emotion of their favorite artist is and we don’t want people to go in and buy the T-shirt and go out,” Howard told WWD. “We want them to spend time here and tell their friends about it. You are discovering things about Future that you might not get from a merchandise stand.”
Future joins a growing list of artists that have recently openend pop-ups including touring partner Drake and most recently Rihanna.
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