On Sunday afternoon, Justin Bieber took to Twitter to announce that a "Purpose Tour" pop-up is coming to New York City. The shop will be be open on Wed., May 4, and the following day from 12 p.m. to 7 p.m. at the VFiles flagship in SoHo. Coincidentally, Bieber has two concerts lined up at Brooklyn's Barclays Center on those same dates.
While we've reached out to Universal Music Group for more details about the pop-up shop, we expect to see his official tour merch — inspired by his custom concert wardrobe by Fear of God — on sale. And since Bieber will be in town, will he find the time to make an appearance at the shop, too? For those of you who happen to be near or around Mercer Street, chances are you'll run into a lot of Beliebers this week.
The music-focused pop-up is becoming a popular choice among big names like Bieber. Drake recently opened surprise shops in multiple cities to celebrate the release of his new album "Views," and earlier in March, Kanye West hosted a weekend-long store in Soho that sold "The Life of Pablo" merch and additional exclusive items, such as a questionably copied denim jacket. But it seems like garnering seven figures in sales wasn't enough for Mr. West: Over the weekend, Kardashian-owned boutique chain Dash also took to social media to announce that it will offer "TLOP" merch at its three boutiques in Los Angeles, New York and Miami, as well as online at ShopDashOnline.com. So for those of you scouring the resale sites for a Pablo hoodie, you may be able to score one at retail value very soon.
Homepage image: Justin Bieber in concert for his "Purpose" tour. Photo: Jeff Kravitz/FilmMagic