Freddie Mercury: New Queen pop-up experience takes fans through their epic 50 year journey

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Rock fans will know that this year marks the 50th anniversary of Queen’s final lineup. In 1971, bassist John Deacon joined Freddie Mercury, Brian May and Roger Taylor’s band and the rest was history. To celebrate half a century in music, Queen The Greatest, a pop-up store and fan experience, has been announced to open in London’s Carnaby Street later this month.

Queen The Greatest will open its doors on Tuesday, September 28 until January 2022.

The pop-up store will feature “a line-up of limited edition music releases, exciting 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.”

Aside from the shop, the Queen The Greatest pop up experience will take visitors through the band’s amazing history.

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Across two floors, the installations begin in a 1970s thrift store, as Freddie and Roger had a stall at Kensington Market.

The experience will move through iconic 1980s live performances and tours into a 1990s record store and then on to a 2000s DVD homage that ends up in 2010s tech concepts.

According to a statement on Queen The Greatest: “The new store, created in partnership with Bravado, Universal Music Group’s merchandise and brand management company, features all of the hallmarks of the band. 

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

On Queen The Greatest, Brian and Roger 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.”

The pop up will have limited edition vinyl releases on sale, which begins with Greatest Hits on September 28.

This will be followed in October Music Month by Roger Taylor – ‘A’ side: Radio Gaga / ‘B’ side: I’m In Love With My Car on October 8th and John Deacon – ‘A’ side: Spread Your Wings / ‘B’ side: One Year Of Love on October 15.

Plus Brian May – ‘A’ side: We Will Rock You / ‘B’ side: Sail Away Sweet Sister on October 22 and Freddie Mercury – ‘A’ side: Somebody To Love / ‘B’ side: Take My Breath Away on October 29.

Next up will be November Art and Design Month, which will involve “showcasing a lineup of collaborative partners including Japanese designer Tokolo, a limited-edition bear from Steiff, and the first viewing of a soon-to-be-released pinball machine.”

While December Magic Month fuses “The magic of 5 decades of Queen with the magic of Christmas. Products include Rubix Cube, Christmas jumpers, cards, wrapping paper and accessories.”

Alongside exclusive clothing, gifts and accessories on sale, the store will feature archive Queen performances on screens.

Queen The Greatest opens at 57 Carnaby Street in London on September 28th and is open 11am-7pm Monday-Saturday and 12pm-6pm on Sundays.



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