Experiential Queen shop to bring 'a kind of magic' to London's Carnaby Street

An experiential pop-up shop celebrating five decades of Queen’s music is set to open in London later this month.

The shop, Queen The Greatest, will open on Carnaby Street for three months and will feature a line-up of limited edition music releases, fashion collaborations and lifestyle products with weekly new product drops and events.

Each month will have a theme; Music, Art & Design and Magic, with visual installations that act as storytelling from each of Queen’s historic 5 decades.

The store will take visitors on a journey over 2 floors, from 70s thrift store, 80s iconic live performances and tours, 90s record store, 00s DVD homage through to 2010s tech concepts.

Created in partnership with Bravado, Universal Music Group’s merchandise and brand management company, the pop up features all of the hallmarks of the band.

The store includes an apparel collection including collaborations from a host of fashion brands including Champion, Wrangler and Johnny Hoxton jewellery.

Proceeds from an exclusive Freddie Mercury T-shirt will go to the Mercury Phoenix Trust, set up in memory of Freddie Mercury, and raises vital funds and awareness for HIV/Aids.

Queen said: “We are pleased to collaborate with Bravado on this project, which will be an exciting experience for everyone to come to London and enjoy.

“Carnaby Street was the perfect spot for the store to celebrate 5 decades.”

David Boyne, MD of Bravado added: “We are delighted to announce this innovative partnership with Queen.

“The project will add another cultural moment to their rich legacy and will be a destination for fans to immerse themselves in the music, style and spirit of one of the world’s most iconic and beloved bands.”