By Allison Watkinson
TLL Reporter
Bravado and Selfridges London have launched a licensed Lil Wayne pop-up shop at the high-end retailer’s Oxford Street department store.
The limited-edition pop-up features several collections of merchandise inspired by the rapper’s newest album, Tha Carter VI from Young Money Records/Republic Records.
“We’re thrilled to collaborate with Bravado and Lil Wayne on this exclusive pop-up,” said Selfridges director, Bosse Myhr. “Lil Wayne is a true pioneer in music and culture and we are proud to host a space that celebrates his legacy and connects him with his UK fans.”
The merchandise in the Selfridges pop-up includes a range of official t-shirts and hoodies for Tha Carter VI, streetwear collaborations with the Barriers and BAPE fashion brands and custom Lil Wayne skateboard decks.
Taking place in Selfridges Men’s Designer Street Room, the Lil Wayne experience features immersive décor based on the album art from Tha Carter VI and the previous albums in the rapper’s Tha Carter series.
This includes imagery such as gold-framed photos of Lil Wayne as a child and a giant floor mat shaped like a vinyl record.
“Lil Wayne is a cultural force whose influence spans generations,” said Bravado president, Matt Young. “He continues to shape music, fashion, and youth culture more than two decades into his career. Partnering with Selfridges allows us to bring a piece of his creative world to life for his UK fans as he launches his new album in an immersive, one-of-a-kind retail experience.”
Running until June 23, the Lil Wayne pop-up in the Oxford Street store location for Selfridges London is the only place that UK fans can shop for the exclusive products in-person.
Lil Wayne is a five-time GRAMMY award-winning rap artist, philanthropist, author, pro skater and entrepreneur.
In his career Lil Wayne has released 14 studio albums, founded and lead the Young Money Entertainment company, launched The One Family Foundation and more.
Part of Universal Music Group, Bravado is a global agency and lifestyle company that offers its services to recording artists and entertainment brands.
Bravado represents artists across more than 40 countries worldwide and provides services related to sales, licensing, branding, marketing and e-commerce.
Their extensive global distribution network gives its clients the ability to create connections with their fans through apparel, consumer packaged goods and in-person experiences.
Based in the UK, Selfridges is a high-end department store chain that is known for its experiential approach to retail and its licensing collaborations with creative talents from the art, lifestyle and fashion industries.
Photo Credit: Bravado x Selfridges London, Lil Wayne Pop-Up.